吉利汽车营销策略分析研究报告.doc

青岛理工大学 毕 业 设 计（论 文） 题目：吉利汽车营销策略分析 院 别： 汽车与交通学院 专业班级： 07汽车服务2班 学生姓名： 常超 学 号： 指导教师： 李敏 2011年6月16日 青岛理工大学毕业论文 摘要 PAGE \* MERGEFORMAT I 摘 要 进入21世纪，我国的汽车市场营销状况发生了天翻地覆的变化，汽车营销活动日新月异，与国际汽车营销接轨的步伐正在加快，日趋复杂的汽车市场，对今后我国汽车生产、销售、服务提出了更高、更新的要求。现在厂商之间比拼的已不仅是资金、产品和规模，汽车营销技术的较量已日渐激烈。谁采用了先进的汽车营销技术，谁就可能在汽车市场上占得先机。 本文研究的主要是营销策略背景、吉利汽车的营销策略概况、4P营销策略、国内与国际营销策略现状分析以及吉利汽车未来营销策略规划。以吉利自主品牌为例，首先研究营销策略的发展，分析其背景及发展趋向，并把吉利汽车的营销策略与国际汽车巨头的营销策略加以对比分析，以期能为我国汽车自主品牌寻找适合的营销道路，打破国际汽车巨头对我国汽车工业的桎梏。 关键词：吉利、营销策略、国外营销策略 青岛理工大学毕业论文 ABSTRACT PAGE \* MERGEFORMAT II ABSTRACT Great changes have taken place in China auto market since the beginning of this century. The China auto market is being accelerated its step to be integrated with the world market. The auto industry in China is gradually facing newer and higher challenges in many aspects such as production，sale and after--sale service as well. Nowadays，the capital，product and production scale are not the only things that attract manufactureseyes,and the competition of marketing strategies among different manufacturers is becoming more and more fierce. Whoever introduces the advanced marketing strategy will take control of the market. This article studies is mainly the marketing strategy background 、Auspicious automobiles marketing strategy survey 、4P marketing strategy 、Domestic and international marketing strategy present situation analysis and auspicious automobile in the future marketing strategy plan .Take the auspicious independent brand as the example. First, studies the marketing strategy the development , Analyzes its background and the development trend and performs the contrastive analysis the auspicious automobiles marketing strategy and the international automobile giants marketing strategy ,I hope can seek for the suitable marketing path take the time as our country automobile independent brand ,breaks the international automobile giant to our country a