國内汽车营销品牌战略的发展趋势.docVIP

PAGE 郑州交通职业学院 毕 业 论 文 论文题目：国内汽车营销品牌战略的发展趋势 所属系别 车辆工程系 专业班级 汽车检测与维修技术2班 姓　　名 吴 起 明 学　　号 201008020110255 指导教师 贾爱芹 撰写日期 2013 年 04 月 摘 要 近年来，随着经济水平的增长，汽车进入了千家万户，越来越多的家庭拥有了汽车。在中国，汽车市场发展更是迅速，在中国车市还有一股不可忽视的中间力量，就是以吉利、奇瑞、比亚迪为首的中国自主汽车品牌的崛起，中国需要走向世界，中国的汽车同样需要走向世界。然而在世界汽车市场上，中国的汽车销售总量已跃居全球首位，但中国自主汽车品牌的市场占有量只有20%，在夹缝中成长起来的中国自主品牌汽车企业这几年逐渐在国内市场站稳了脚，产品质量和品牌都有了很大的提高。为了缓和国内市场竞争的压力，同时也为了企业长远的目标着想，一些企业开始从被动地进入国际市场开始向主动转变，然而进军国际市场并非一帆风顺。本文针对目前自主品牌汽车在迈出国门中出现的难题和困难，以企业战略理论和国际化理论为基础，就自主品牌汽车国际化营销进行了研究。 关键词：自主品牌，企业战略，市场竞争，国际化营销 Abstract In recent years, with the growth of the economic level, the car into the tens of thousands of households, more and more families have cars. The development of the automotive market in China, more rapidly in the Chinese automobile market, there is an intermediate strength can not be ignored is that the rise of Chinas own car brands, led by Geely, Chery, BYD, China needs the world, Chinas car also needs to the world . However, in the world automobile market, Chinas total vehicle sales have been ranked first in the world, only 20% of the market share of Chinas own brands, grew up in the cracks in Chinas own brand car companies in recent years gradually in the domestic market gaining a solid footing, product quality and brand has been greatly improved. In order to ease the pressure of competition in domestic markets, but also for the sake of their long-term goals, some companies started from passively enter the international market began to take the initiative to change, however, has not been easy to enter the international market. In this paper, the problems and difficulties of its own brand cars taken abroad to the theory of corporate strategy and international theory based on the international marketing of its own brand cars. Key Words： Own brand, corporate strategy, market competition, international marketing