龚红磊论国产汽车品牌营销.docVIP

郑州交通职业学院 毕 业 论 文 论文题目：论国产汽车品牌营销 所属系别 专业班级 姓　　名 学　　号 指导教师 撰写日期 2013年 4 月 摘 要 国际市场竞争已经跨越了产品竞争阶段，进入了品牌竞争时代。一个国家是否拥有国际驰名品牌，拥有多少国际驰名品牌，已成为该国经济实力和国际竞争力的象征。我国企业要在国际竞争中立于不败之地，必须适应品牌竞争时代的要求，开展品牌营销，创出中国的世界名牌。中国加入世贸组织以来，国外的汽车企业陆续进入中国市场，我国汽车企业的发展经历了建设、成长、高速发展三个阶段，就现阶段来说，汽车行业发展迅速、势头良好，与汽车相关的行业尤其是4S店如雨后春笋般兴起，各大车企掀起扩张网点的热潮并没有因为原料价格和油价攀升等因素而降低。一场关于汽车行业的讨论日趋白热化。我国汽车品牌已经从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方面转型都已成为我国汽车工业的重大决策问题，我国自主品牌汽车更需要加大对市场营销战略的转变，不断完善市场品牌营销策略。 关键词：汽车行业，品牌，发展，策略。 Abstract Competition in the international market has crossed the stage of product competition, entered the era of brand competition. Whether a country has an international well-known brand, with many international famous brand, has become a symbol of the countrys economic strength and international competitiveness. Chinas enterprises in international competition in an invincible position, must be adapted to the requirements of the era of brand competition, brand marketing, reaching a world famous brand in China. Since Chinas WTO accession, foreign auto companies have moved into the Chinese market, auto companies in Chinas development experience building, growing, high-speed development in three stages, at this stage, the automotive industry, the rapid development momentum is good, car-related industries, especially the 4S shops mushrooming major car prices set off a boom and because of factors such as raw material prices and rising oil prices and reduce the expansion of outlets. A discussion on the automotive industry is becoming hotter. Chinas automobile brands have been carried forward from imitation to innovation stage of its product branding and marketing in transition have become the major decisions of Chinas automobile industry, Chinas own brand cars need to increase the change of marketing strategy, and continuously improve the market brand marketing strategy. Keywords: Automotive industry, brand development, strategy, sales strategy 目 录 1 引言 1 2 品牌 1 3 品牌营销 1 4 我国汽车品牌营销的现状 2 4