中國汽車企業(yè)自主品牌營銷策略研究

內(nèi) 容 摘 要

隨著改革開放的深入和中國加入WTO的不斷深化，中國政府2018年承諾對合資車企逐步放開外資比例，這將直接威脅到正處于發(fā)展中的中國汽車企業(yè)自主品牌。本文通過對中國汽車企業(yè)自主品牌現(xiàn)狀與問題的分析，運用SWOT分析法，揭露中國汽車企業(yè)自主品牌在營銷策略方面的問題。建議中國汽車企業(yè)自主品牌通過堅持自身的品牌戰(zhàn)略、傳遞持續(xù)的價值、建立合理的價格策略、健全銷售渠道和售后服務(wù)體系、堅持可持續(xù)性發(fā)展的擴張策略，達(dá)到讓中國汽車企業(yè)自主品牌在中國這樣一個蘊含巨大潛力的市場中獲得一席之地。

[關(guān)鍵詞]：中國汽車企業(yè)自主品牌 同質(zhì)化 營銷策略 整合

目       錄

1引言······························································4

1.1背景····························································4

1.2意義····························································42中國汽車企業(yè)自主品牌現(xiàn)狀分析······································5

2.1中國汽車企業(yè)自主品牌定義·········································5

2.2中國汽車企業(yè)自主品牌現(xiàn)狀·········································5

2.3中國汽車企業(yè)自主品牌的產(chǎn)品及供應(yīng)鏈現(xiàn)狀···························6

3中國汽車企業(yè)自主品牌問題分析······································7

3.1產(chǎn)品的同質(zhì)化····················································7

   3.1.1產(chǎn)品外形的同質(zhì)化···········································7

   3.1.2發(fā)動機等核心配件的同質(zhì)化···································7

   3.1.3供應(yīng)鏈的同質(zhì)化·············································8

3.2目標(biāo)群體的同質(zhì)化················································8

3.3營銷策略的同質(zhì)化················································8

4中國汽車企業(yè)自主品牌營銷策略選擇··································9

4.1SWOT分析························································9

4.1.1優(yōu)勢分析··················································94.1.2劣勢分析··················································9

4.1.3機會分析··················································9

4.1.4威脅分析··················································10

4.2中國汽車企業(yè)自主品牌營銷策略選擇·······························10

4.2.1堅守自身的品牌戰(zhàn)略·······································10

4.2.2傳遞持續(xù)的價值···········································104.2.3建立合理的價格策略 ······································114.2.4健全渠道與售后服務(wù)體系···································114.2.5堅持可持續(xù)發(fā)展的擴展性策略·······························12

5結(jié)論·····························································12

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