浅谈汽车租赁行业的市场营销策略 .pdf

浅谈汽车租赁行业的市场营销策略 摘 要 我国汽车租赁行业经历了二十多年的进展，尤其是在互联网时代背景下，呈现出蓬勃的进展趋 势，但是仍然存在进展速度慢、经营分散、危险治理薄弱、法律法规缺失等 问题，高质量的汽车租赁 服务很少，市场需求不能得到满足。汽车租赁企业在互联网租车蓬勃进展的时代背景下，如何把握 进展机遇，充分利用信息化来提升企业营力，建立互联网时代的营销策略，将是每个租赁企业所要 面临的一个重要问题。中国汽车租赁行业一定立足现状和存在的问题，把握信息化时代和互联网技 术进展的机遇，将营销模式的研究理论、国外成功的汽车租赁营销模式、中国经济社会环境相结合 ，实现中国汽车租赁行业营销模式的创新。 本研究从中国汽车租赁业的形成背景、进展现状入手，结合A汽车租赁公司的具体营销实践， 就其现存的 问题进行分析，提出A汽车租赁公司应该在互联网背景下进行营销模式的创新。研究认 为，A汽车租赁公司要持续进展，一定进行互联网营销模式创新，重视“顾客体验”的理念导向，把握 互联网营销特点，细分市场，加强信息化平台建设。以期为我国其他汽车租赁企业营销创新提供借 鉴。 关键词:汽车租赁;营销模式;互联网营销; Abstract Chinas car rental industry has experienced more than 20 years of development, especially in the context of the Internet era, showing a vigorous trend of development, but there are still problems such as slow development, decentralized management, weak risk management, lack of laws and regulations, few high-quality car rental services, market demand can not be met. Under the background of the vigorous development of Internet rental car, how to grasp the development opportunities, make full use of information technology to enhance the enterprises competitiveness, and establish marketing strategies in the Internet era will be an important issue for every leasing enterprise. Chinas automobile rental industry must base itself on the current situation and existing problems, grasp the opportunities of the information age and the development of Internet technology, and combine the research theory of marketing mode, successful foreign automobile rental marketing mode and Chinas economic and social environment to realize the innovation of marketing mode of Chinas automobile rental industry. Starting from the background and current situation of Chinas automobile rental industry, this study com