中國汽車企業自主品牌營銷策略研究

內 容 摘 要

自改革開發以來，中國的經濟發展非常迅速，GDP增長也很驚人。農業、工業、服務業也都呈現喜人的增長。作為國民經濟非常重要的第二產業工業模塊中，汽車行業則有著很長的產業鏈而備受國家重視。而我國擁有眾多的自主汽車品牌，這些品牌要想求生存,求發展,必須要認識到市場營銷的重要性。本文列舉近十年我國自主品牌主機廠的發展狀況，傳統燃油汽車產業的發展趨勢,以及新能源汽車品牌大規模涌入市場后對傳統車企的沖擊情況，來簡要分析當前我國自主品牌汽車的發展情況以及不同的市場營銷策略所產生的影響。

關鍵詞：自主品牌；汽車；營銷策略

目       錄

引言························································3

自主汽車品牌的發展情況概述··································4

2.1 自主汽車品牌概念···········································4

2.2 自主品牌近十年發展情況及市場占有率·························4

尚存的前十大自主品牌發展趨勢································6

解析2020年前三的自主品牌發展狀況···························7

4.1 吉利、長安、長城的銷量與增幅································7

4.2 三者的全國生產基地布局·····································8

4.3 終端消費者的主要選購車型及口碑·····························8

吉利、長安、長城的主要營銷策略及廣告思路····················10

5.1 吉利汽車的營銷策略········································10

5.2 長安汽車的營銷廣告思路····································10

5.3 長城汽車的營銷推廣戰略····································11

自主新能源汽車的發展狀況及營銷策略·························12

6.1 自主品牌新能源汽車的概念··································12

6.2 造車新勢力的品牌營銷推廣及影響····························12

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