[理学]汽车销售.doc

日照职业技术学院 毕业设计（论文） 题 目： 现代汽车营销策略 院 部： 现代汽车学院 专 业： 08级汽车技术服务与营销 学 号： 200832040122 学生姓名： 孙天齐 指导教师： 张涛 职 称： 讲师 二O一一 年 五 月 十 八 日  摘要 随着中国经济持续快速的发展,汽车行业已成为我国国民经济的重要支柱,同时汽车营销也成了市场营销的一个重要组成部分。汽车营销的市场策略研究对于品牌市场的发展及行业的发展具有现实意义。现阶段日趋竞争激烈的市场环境要求汽车企业不仅仅是要有一个好的产品,同时要处理好市场的营销模式。汽车营销模式由营销组织、营销技术和营销理念组成，三者相互作用、相互影响，不以简单的市场组织形式的更新或销售方式的改变代替营销模式的全部。营销组织和营销技术取决于营销理念，因此判定汽车营销模式孰优孰劣，关键在于为用户提供什么样的营销服务理念，而不是简单地销售全系列的产品。品牌专卖、售后汽车交易市场、连锁经营都只是某一种营销模式中“营销组织”这一要素的表现形式，汽车在借鉴国外先进的汽车营销模式时，既学习别人的“形”，也将其“营销理念”的内涵与中国汽车市场进行实际结合。 关键词：汽车营销，营销模式，汽车市场 [English abstract] As Chinas economy has maintained a sustained, rapid development, the auto industry has become the important pillar of our national economy, while automobiles marketing has become marketing important constituent. Automobile marketing market strategies for the development of brand market research and the industry development have realistic meanings. At present has become increasingly competitive market environment for automobile enterprises will not only have a good product, at the same time we should deal with the market marketing mode. Automobile marketing mode from marketing organization, marketing technology and marketing idea composition, influence each other, not in a simple market organization form of update or sale means change instead of marketing model of all. Marketing organization and marketing technology depends on the marketing concept, therefore determine which car marketing model excellent or worse, the key is to provide users with what kind of marketing service concept, rather than simply sales of complte series of products. Brand monopoly, after-sale auto market, chain operation is just a kind of marketing mode marketing organization factor, in the form of foreign advanced automobile car marketing model, both learn other peoples form, also will be its marketing concep