我国汽车企业自主品牌的营销策略研究.docVIP

PAGE \* MERGEFORMAT 10 我国汽车企业自主品牌的营销策略研究 摘 要：经济全球化一个十分重要的特征就是品牌的全球化，全球市场的竞争已越来越表现为品牌的竞争。在汽车工业全球化的背景下，我国汽车工业由于缺少自主品牌，将越来越有成为国际汽车巨头附庸的危险。因此，我国汽车自主品牌的才丁造就成了发展我国汽车工业的关键所在。随着全球对节能环保的日益重视，中国人的观念也在逐步发生转变，对紧凑型车和小型车等一些小排量汽车的态度由以前的比较排斥变得逐渐接受和喜欢，汽车消费更加理性，注重性价比。 目前，世界上的汽车生产能力不断加强，导致汽车数量过多。国际汽车市场的现状萎靡，反而加大汽车行业的竞争力度。中国正处于发展时期，随着中国加入WTO全面进入国际市场后，庞大的汽车市场也成为了世界各国的汽车生产厂家的竞争战场。同时，随着我国市场和经济体制的不断改革，我国汽车行业也已逐渐转向市场机制发展。现阶段，我国汽车行业的重点问题就是怎样与国际上先进的生产能力在市场中竞争。 综上所述，对于国产汽车企业的自主品牌营销策略研究具有重要的现实意义。本文主要对我国汽车自主品牌以及国内外学者对自主品牌的研究进行理论梳理阐述，通过对现有国产汽车企业自主品牌的现状进行描述性分析，阐明我国汽车自主品牌在发展中的问题，通过实例加以分析对比我国自主品牌的发展，营销策略和对市场进行细分，并提出相应的对策，同时分析了制约我国汽车自主品牌发展的几大关键因素，提出了培育我国汽车自主品牌的方法和对策建议。 关键词：自主品牌；品牌战略；汽车 Abstract: Economic globalization is a very important feature is the brand of globalization , competition in the global market has become increasingly competitive performance of the brand . In the context of the globalization of the automotive industry , Chinas automobile industry due to the lack of independent brands, will increasingly become a vassal of the danger of international auto giants . Therefore , Chinas automobile brand was created Ding became the key to the development of Chinas automobile industry . With the increasing global emphasis on energy saving , the Chinese people s attitudes are gradually changing attitudes toward compact cars and small cars and some other small cars from the previous comparative exclusion become increasingly accepted and liked , automobile consumption more rational, cost-conscious . Currently, the automobile production capacity in the world continue to strengthen , leading to excessive number of cars . The status of the international automobile market malaise , but increase the intensity of competition in the automotive industry. China is in a period of development after Chinas accession to WTO as full access to the international market , a huge car market has become the world s automobile manufacturers compete battlefield. Meanwhile , with the reform of Chinas market economi