奇瑞汽车市场营销策略存在的问题及对策建议.docVIP

奇瑞汽车市场营销策略存在的问题及对策建议 摘 要 自改革开放至今,中国汽车产业以惊人的速度发展起来。特别是加入WTO以后,在全球经济及全球汽车产业迅猛发展的大背景下,中国本土汽车厂商通过竞争与兼并重组等方式,正在加速提高自身竞争力。随着市场的不断完善和成熟，中国汽车工业也到了转折的重要关口。市场经济的发展引发了汽车消费结构的变化，企业结构、产品结构和流通体制也必然随之发生变化。加入WTO，无疑成了加速这些变化的催化。因此，尽快建立起符合市场运作规律的中国汽车工营销新模式，是迎接“入世”挑战的重要一环。市场营销，是实现汽车流通体制现代化，增强汽车工业市场竞争力，同国际接轨，保证汽车工业健康快速发展必然选择。在中国汽车企业发展轿车产业的过程中,在提高质量、技术的同时,更应提升市场营销意识。文章首先对我国汽车生产企业的实际运作，其次分析奇瑞汽车营销现状及问题，最后给出对奇瑞汽车市场营销的建议研究。 关键词：市场营销 新营销模式 品牌营销 ABSTRACT To date, since the reform and opening up Chinas automobile industry developed at an alarming rate. Especially after joining the WTO in the context of the rapid development of global economy and global automotive industry, Chinas domestic automobile manufacturers by the way of competition and mergers and acquisitions, is being accelerated to improve their competitiveness. As the market continues to improve and mature, the Chinese auto industry to a crucial point of the turning point. The development of market economy led to changes in the structure of car consumption, corporate structure, product structure and circulation system is also bound to change. Joined the WTO, these changes no doubt will become accelerated catalysis. Therefore, as soon as possible to establish a new model in line with market rules, the China Automotive Industry Marketing, is to meet the WTO challenges. Marketing, is to achieve the modernization of the automobile circulation system, enhance the market competitiveness of the automotive industry with the international standards to ensure that the auto industry healthy and rapid development of the inevitable choice. In the process of Chinas auto companies to develop the car industry, at the same time improve the quality, technology, should enhance the sense of marketing. Article first elaborated on the meaning and significance of marketing in the specific analysis of marketing Anhui automobile manufacturing companies, analysis of specific problems in the automobile manufacturing companies in the marketing operation agai