基于自主汽车品牌营销策略的研究——以“吉利”为例.docVIP

基于自主汽车品牌营销策略的研究——以“吉利”为例 摘要 经过数十年的发展 , 我国自主汽车品牌已经从自发模仿向自主创 新阶段进行迈进 , 其产品品牌塑造和市场营销全面转型都已成为中 国汽车工业的重大战略问题 , 特别是在国外汽车品牌 大举入侵 的 关键时刻 , 我国自主品牌汽车更需要加大对市场营销战略的转变 ,不 断完善市场营销策略。 汽车制造企业是一个国家经济发展的支柱产 业，汽车的产业链可以与钢铁、橡胶等产业耦合在一起。作为高端 制造业的产业之一，汽车制造产业的发展与一个国家经济发展水平 在一定程度上成正比。目前，中国已经成为世界第一大汽车市场， 国内市场的竞争已经从单纯的价格、技术升级到了营销策略。吉利 集团进入汽车行业较早且发展较好，但是与国际汽车制造商相比还 存在着一定的差距。因此，本文选取吉利集团为研究对象，从自主 品牌的营销策略为切入点，以吉利为例进行介绍，分析了吉利面临 的汽车行业的环境，通过五力模型的分析找出自身应对竞争的缺陷， 从而得出了吉利集团在营销方面存在的问题，根据这些问题提出相 应的解决措施，希望能够对我国的自主汽车品牌的营销策略的制定 有借鉴意义。 关键词： 利汽车，营销策略，问题，对策， 汽车品牌 Based on the research of independent auto brandmarketing strategy - a lucky, for example ABSTRACT After decades of development, our country independent brand cars from spontaneous imitation to independent innovation phases, its product branding and marketing comprehensive transformation has become a major strategic issue China automobile industry, especially in foreign brands invasion of the critical moment, our country independent brand cars need more and more change in marketing strategy, and constantly improve the marketing strategy. Automobile manufacturing enterprise is a pillar industry of national economic development, the automobile industry chain can with industries such as steel, rubber coupling. As one of the advanced manufacturing industry, automobile manufacturing industry with the development of a countrys economic development level is proportional to a certain extent. At present, China has become the worlds largest car market, the domestic market competition has from pure price, technology upgrade to the marketing strategy. Geely group and early into the automobile industry development is quite good, but compared with international automobile manufacturers, there are certain gap. Therefore, this article selects geely group as the research object, from the independent brand marketing strategy as the breakthrough point, introduces the geely, for example, geely automobile industry facing environment are analyzed, through the analysis of fi