广汽传祺自主品牌的促销策略研究解读.doc

大连交通大学信息工程学院 毕 业 设 计 (论 文) 题 目 广汽传祺自主品牌的促销策略研究 学生姓名 闫三亚 专业班级 市场营销10-1班 指导教师 单琳 职 称　　 讲师 所在单位 管理工程系市场营销教研室 教研室主任 　 李逊 完成日期 2014年 6月21日 摘 要 上世纪50年代，我国汽车工业开始起步，发展到现在已经取得了巨大的成就，但是我国自主品牌汽车仍处于劣势地位。目前，我国汽车市场上主要由外资和合资汽车品牌占主导地位，自主品牌汽车只能占据很小的市场，国内自主品牌汽车以缓慢的速度发展。汽车强国是拥有强大的自主品牌汽车国家，在竞争中，国内汽车品牌只有加速汽车技术自主创新和研发，我国自主品牌汽车才能不受制于人，在激烈的竞争处于优势位置。 本文首先把我国自主品牌汽车发展的现状和我国在汽车促销策略做出基本的分析研究，然后找出近年来做的比较出色的传祺汽车为例子进行重点分析自主品牌汽车的促销策略。促销能使一个品牌有很大机会迎接挑战、抓住机遇。在对我国汽车的市场现状和自主品牌汽车的表现、发展趋势进行了全面分析，认为国内自主品牌汽车发展有很大潜力；并希望得出的建议，能为今后自主品牌汽车的相关研究提供一定的借鉴意义。 关键词：传祺汽车 自主品牌 促销策略 ABSTRACT Chinese?automobile?industry?begins?in?the?50s?of?last?century?,?and?has?made?great?achievements?.?Although?China?has?gradually?became?a?large?automobile?producing?base?and?sales?market?,?self-owned?Brands?of?Chinese?Automobile?are?still?in?disadvantage?position?.?Nowadays?China?automobile?market?is?mainly?leading?by?the?foreign?brand?,joint?venture?brand?,while?the?Chinese?Automobile?of?self-owned?Brands?develop?relatively?slowly?.?The?market?rely?on?the?foreign?brands?too?much?.Only?the?country?who?own?the?powerful?self-owned?brands?can?become?a?leading?automobile?county,can?have?a?voice?in?competition?.?So?that?China?automobile?will?not?be?controlled?by?others?,?at?the?same?time?innovation?will?be?accelerated.?To?have?self-owned?brands?of?China’s?automobile?will?help?to?improve?the?quality?of?automobile?products?,and?enrich?its?types?.? In this paper, first of all, the status quo of the development of Chinas independent brand cars in China and in the car sales promotion strategy to make the analysis of the basic research, then find out the better done in recent years the example based on analysis of the independent brand car sales promotion strategy. Sales promotion can make a brand has a good chance to meet challenges, seize the opportunity. To our country independent brand automobile market performance are summarized, and the development