中国轿车市场目前存在问题和对策研究.pdf

Abst ract With the deepening of the reform and opening-up，sustainable development of national economy and constant improvement of national income，China has become the most potential car market in the world． More and more domestic and foreign car manufacturers compete directly in this market．The quality of the car marketing tactics will determine the final and decisive juncture of each Car producer and thus become critical to the car manufacturers and distributors．But nowadays，the enterprise mode of China’S automobile industry appears to be the olive shape． namely,both ends are small，while the middle is big．In other words，car manufacturers have paid much attention to the production link of producing process，but have neglected the research and development of products and marketing at both ends．Therefore，marketing theory and application of knowledge needs a greater innovation in the Car market． And the theory structure is required to make certain adjustments too．This paper systematically analyzes the current situation of China’S car marketing，pointing out some existent problems and puting forward some personal views in seeing up a new mode of car marketing suitable for China’S actual conditions．The paper aims to make some explorations in promoting the development of the carmarketing towards systematized and standardized direction．It also hopes to provide a reference to the marketing professionals engaged in relevant trade． Key word：Automobile Marketing Question Strategy 月Ij 吾 随着改革开放的不断深入、国民经济的持续发展和国民收入的不 断提高，中国已成为国际上最具潜力的轿车市场之一，购买和使用轿 车逐渐成为人们日常生活中常见的事情。这个市场上必然会出现世界 轿车厂商”群雄逐鹿”的竞争局面。中国加入世贸组织后，轿车市场开 始全面对外开放。可以说，国内外轿车商将在同～个市场上竞争，轿 车营销策略的好坏，将直接决定各轿车厂商的生死存亡。轿车营销策 略，自然而然地被轿车制造商和经销商越来越重视。 但是，对于长期以来在计划经济运行中的中国轿车制造商来说， 其企业模式呈现橄榄形模式，即两头小中间大，只重视产品过程的生 产环节，却忽略了两头的产品研发和市场营销。其市场营销中难免有 不规范或是与当前市场和社会环境不相符合的之处，这些都意味着在 轿车市场中市场营销的理论与知识的运用需要有一个较大的创新，理 论结构也需作出一定的调整。 笔者自9 7年大学本科毕业后，一直在某知名品牌轿车企业售 后服务站和轿车零部件制造行业工作，因工作关系对汽车的产品特 性、消费特性和国内汽车的技术发展水平比较了解。本论文着重对中 国轿车市场目前出现的问题和营销对策提出自己见解和看法。希望能 为相关行业