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我国自主汽车品牌的营销策略研究+SWOT

时间:2017-04-11 12:59来源:毕业论文
论文通过对吉利公司介绍、吉利汽车优劣势的分析、汽车市场营销环境分析和SWOT分析等,以吉利汽车为实例,分析吉利汽车所面临的困难和问题,探讨新形势下市场营销的新情况、新观

摘要:随着中国加入了WTO,中国汽车市场进入了一个新的时代。这个新时代充满挑战与机遇,而世界各大汽车企业纷纷进入中国汽车市场,使中国的汽车市场更加风起潮涌。在各大世界汽车企业进驻中国市场的同时,国内的一些自主汽车品牌也悄然而起,发展我国的自主汽车品牌。在加入WTO的近十年中,先后涌现出奇瑞、吉利、华晨、比亚迪等多家自主汽车品牌企业。中国已然成为全球第一大汽车市场,在这背景下自主品牌将遇到更大的挑战和打压。市场竞争更加激烈、残酷,这对国内的自主品牌企业是一个巨大的考验。因此,正确的经营理念和方法,合适的市场营销策略将会成为能否在竞争中取胜的关键。7015
在汽车竞争同质化的今天,谁在创新谁就赢得了市场先机。从民营造车的非议,到百万征标的哗然;从模仿造车,到自主创新;从零起步到十年征程的百万用户,吉利的每一步都让我们为自主品牌的崛起而感到骄傲。本论文通过对吉利公司介绍、吉利汽车优劣势的分析、汽车市场营销环境分析和SWOT分析等,以吉利汽车为实例,分析吉利汽车所面临的困难和问题,探讨新形势下市场营销的新情况、新观点,研究解决问题的积极措施。旨在为我国民族品牌汽车未来的发展乃至中国汽车工业未来的发展提供参考和借鉴。
关键字:自主品牌汽车;营销策略分析;吉利汽车;启示
Analysis of The Chinese Independent Automobile Brand Marketing Strategy
                     ---- Take Geely For Example
Abstract: With China's accession to the WTO, China's car market enters into a new era. This new era is full of challenges and opportunities, and the world-class automobile enterprises have been stationed in China's automobile market, China's automobile market is blustery. When every world-class automobile enterprise entered into China market, our country's independent brand had been established to develop our brand of car. In nearly a decade of accessing to the WTO, there has emerged Chery, Geely, Brilliance Auto, BYD and a number of independent auto brand enterprises. China has become the top auto market in the world, and the independent brand enterprises will encounter more containment measures and pressure under this background. The market competition is becoming increasingly fierce, cruel, and the independent brands of domestic enterprises are faced with huge challenge. Therefore, the right management ideas and methods, appropriate marketing strategies will be whether the key in the competition.
源`自*六)维[论*文'网www.lwfree.cn

In the automobile competition homogenization of today, Who in the innovation of who will win the market opportunities. From imitation to independent innovation, from zero to millions of users ten years journey, Geely's every step of the way let us for the rise of independent brands and proud. This article through to Geely company introduction, analysis of the advantages and disadvantages of Geely Automobile, analysis of automobile marketing environment and SWOT analysis, In order to Geely Automobile as an example, analysis of the difficulties and problems faced by Geely Automobile, To explore the new situation, the new idea of marketing under the new situation, study the positive measures to solve the problem. In order to national brands for our future development as well as the future development of Chinese auto industry and provides references.
Key Words: independent brand automobile, marketing strategy analysis, Geely Automobile, revelation
目录
前言    1
一 绪论    2
(一)研究背景    2
(二)国内外研究状况    2
1、国内研究现状    2
2、国外研究现状    3 我国自主汽车品牌的营销策略研究+SWOT:http://www.lwfree.cn/guanli/20170411/4772.html
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