商 毕业2论文终稿.docVIP

二 〇 一 年 六 Abstract With Chinas accession to the WTO, Chinas car market enters into 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 through analyzing and summarizing the marketing experience of brilliance auto. The article would find the marketing strategy deficiencies of the brilliance auto and put forward some improvement suggestions through researching and analyzing the brilliance auto’s “marketing environment” and “current marketing strategy”. Keywords: brilliance auto；independent brand；marketing strategy 目 录 引 言 1 第一章 中国汽车市场发展状况 2 1.1中国汽车发展现状及预测 2 1.2国外汽车市场发展现状及预测 5 第二章 华晨汽车集团市场营销环境分析 7 2.1华晨汽车集团外部营销环境