“TNGA”架构下广汽丰田营销策略研究.docxVIP

PAGE PAGE 11 “TNGA”架构下广汽丰田营销策略研究 内 容 摘 要 近年来，我国市场经济不断发展使得人们生活水平的不断提升，体现在人们对汽车消费的需求越来越高且增长十分迅速。中国汽车市场成为当前世界上最大的汽车生产和销售市场，在我国汽车市场迅猛发展的同时,中国汽车市场这块蛋糕已经被悄悄盯上，世界各国车企都希望分割这一块蛋糕,先后进军我国市场。德系、日系汽车厂商为了在我国市场内站稳脚步，带来了最新的技术和管理经验参与市场竞争,从而促进汽车的本土化生产销售。这样对我国汽车市场可以说有利也有弊,国外车企的进入可以让我国汽车市场更加丰富多元，但这也大大增加了我国汽车市场的竞争。中外合资车企占据着我国汽车市场的大壁江山,他们代表着市场最新的技术和汽车生产趋势。通过研究中外车企的市场营销现状,能够为我国汽车市场更好的发展寻找正确的道路。 本文以广汽丰田为研究对象，首先简单概括了汽车营销的相关理论，然后阐述在“TNGA”架构下广汽丰田的营销发展现状，指出广汽丰田在产品价格、渠道促销等方面的所存在的问题。从而针对所存在的问题提出相应的对策，同时为我国汽车品牌的发展提供借鉴。 关键词：广汽丰田；中国汽车市场；营销策略 Research on marketing strategy of gac Toyota under the framework of TNGA Abstract In recent years, the continuous development of Chinas market economy makes peoples living standards improve, which is reflected in the growing demand for automobile consumption and the rapid growth. Chinas automobile market has become the largest automobile production and sales market in the world at present. With the rapid development of Chinas automobile market, the cake of Chinas automobile market has been quietly watched. Automobile enterprises all over the world hope to separate this cake and march into our market successively. German and Japanese automobile manufacturers have brought the latest technology and management experience to participate in the market competition in order to stand firm in Chinas market, so as to promote the localization of automobile production and sales. This is good and bad for Chinas automobile market. The entry of foreign automobile enterprises can enrich and diversify Chinas automobile market, but it also greatly increases the competition in Chinas automobile market. Chinese and foreign joint ventures occupy the great wall of Chinas automobile market. They represent the latest technology and automobile production trend in the market. By studying the marketing situation of Chinese and foreign automobile enterprises, we can find the right way for the better development of Chinese automobile market. This paper takes GAC Toyota as the researc