华晨汽车集团市场营销环境分析毕业论文终稿.docVIP

二 〇 一 年 六 月摘 要 随着中国加入WTO，中国的汽车市场迎来了一个新的时代。这个新时代充满挑战与机遇，而世界各大汽车企业纷纷进驻中国汽车市场，使中国的汽车市场更加风起云涌。在各大世界汽车企业进驻中国市场的同时，国内的一些自主品牌也悄然而起，发展我国的自主汽车品牌。在加入WTO的近十年中，先后涌现出奇瑞、吉利、华晨、比亚迪、长城、福田等多家自主汽车品牌企业。中国已经成为全球第一大汽车市场，在这个背景下自主品牌将遭遇更大的围堵和打压。市场竞争愈加激烈、残酷，这对国内的自主品牌企业是一个巨大的考验。因此，正确的经营管理理念和方法，合适的市场营销策略将成为能否在竞争中取胜的关键。 作为中国汽车自主品牌领域的主力军，华晨汽车集团开创了“汽车产业与资本运作相互结合”的独特体制发展模式，始终坚定的走“高起点打造中国自主品牌”的发展道路，在时下竞争激烈的汽车市场占据了一席之地。因此，通过分析和总结华晨汽车的营销经验对其他自主品牌汽车有重要的借鉴意义。本文通过对华晨汽车的“营销环境”和“现有营销策略”进行研究分析，发现华晨汽车市场营销策略的不足之处，并提出具体的改进建议。 关键词：华晨汽车；自主品牌；市场营销策略 Abstract With Chinas accession to the WTO, Chinas car market enters in a new era. This new era is full of challenges and opportunities, and the world-class automobile enterprises have been stationed in Chinas automobile market, Chinas automobile market is blustery. When every world-class automobile enterprise entered into China market, our countrys independent brand had been established to develop our brand of car. In nearly a decade of accessing to the WTO, there has emerged Chery, Geely, Brilliance Auto, Byd, Great Wall, Fukuda and a number of independent auto brand enterprises. China has become the top auto market in the world, and the independent brand enterprises will encounter more containment measures and pressure under this background. The market competition is becoming increasingly fierce, cruel, and the independent brands of domestic enterprises are faced with huge challenge. Therefore, the right management ideas and methods, appropriate marketing strategies will be whether the key in the competition. As the China automobile independent brand field’s force, brilliance auto inaugurated a development mode of the unique system for combining the automobile industry with capital operation”, and always go the development road that high starting point build China independent brand. In nowadays, brilliance auto has occupied a place in competitive automotive market. Therefore, there are important significance to independent brand enterprises thr