国内汽车销品牌战略的发展趋势.doc

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 摘 要 关键词： 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目 录 1 1 2中国自主品牌汽车发展现状 2 3汽车品牌全球化战略简析 4 4中国汽车品牌营销战略分析研究 6 4.1中国自主品牌汽车营销现状 6 4.2中国汽车营销模式及其不足 6 4.2.1中国营销模式 6 4.2.2当前营销模式下的不足 7 4.3中国自主品牌营销国际化战略的发展建议 7 4.3.1培养自主品牌、实施品牌战略 7 4.3.2加强技术研发、实行产品策略 8 4.3.3正确细分市场、实行价格策略 9 4.3.4营销战略需创新 9 4.3.5明确品牌定位 9 4.3.6提高产品品质 10 5总结 11 参考文献 12 致 谢 13 1 引言 2中国自主品牌汽车发展现状 目前我国汽车市场上的汽车品牌主要有两类，第一类是国外品牌，这类品牌都归跨国公司所有，国内合资企业只有使用权，一般是完全引进国外技术且主要是中外合资企业所生产的，这类为国产乘用车的主流。第二类是自主品牌，要么是完全掌握知识产权，要么是品牌上的自主，技术上仍为引进。在销售满意度、售后服务满意度、新车质量和产品魅力四大调研中的差距，通过对比不难发现，在新车质量调研项目中，自主品牌与国际品牌的差距较大，这也从侧面反映出，新车质量应该是自主车企关注的重点。 2011年，中国汽车1850多万辆的销量，让中国成为世界最大的汽车市场，对中