基于我国国民经济与汽车工业发展的汽车市场营销模式探讨本科毕业论文_精品.doc

基于我国国民经济与汽车工业发展的汽车市场营销模式探讨 摘要 我国已成为一个汽车消费大国,拥有先进的营销思想及模式,对我国汽车企业的发展有巨大的推动作用。所以,培育健康有序的汽车市场,提升汽车行业服务品质,培养先进的营销思想,建立具有中国特色的汽车营销模式已经刻不容缓。文章在分析我国汽车营销及其模式的基础上,通过对国内外汽车营销模式的对比,从而发现我国汽车营销及其模式中的问题,建立新的营销模式的具体方法。最后,对我国汽车营销的发展趋势进行预测,为我国汽车销售企业指明了方向。随着汽车市场的不断更新发展,传统的汽车营销模式已不能满足企业的发展需要。在日益激烈的市场竞争的环境下,分析市场销售模式,总结在当前市场销售模式存在的不足,从而有效的预测市场的发展方向与趋势。 关键词：国民经济； 汽车营销模式；发展的趋势；4S店模式；  Abstract China has become an automotive consumer, advanced marketing ideas and models, the development of Chinese auto companies have a huge role in promoting. So, cultivate a healthy and orderly car market, enhance the quality of service the automotive industry, cultivate advanced marketing ideas, build with Chinese characteristics has been pressing automotive has been pressing automotive marketing model. Articles on the analysis of automotive marketing and its model based on, through of domestic and foreign automobile marketing build with Chinese characteristics has been pressing automotive marketing model, which found that China’s automotive marketing and its mode problem, create a new marketing model specific methods. Finally, the development trend of China’s automobile sales forecast for China’s car sales business clear direction, with the development of the automotive market constantly updated, the traditional marketing model car can not meet the development needs of enterprises. In the increasingly fierce market competition environment, analysis of market sales model, summarized in the current market sales model deficiencies, so as to effectively predict market direction and trend. Key Words: Nation economy; automotive marketing model; Trends; 4S shop mode 1绪论 , 1.1 研究背景 随着我国市场经济的不断发展，尤其是在加入WTO以后，中国与世界各国的国际贸易和国际合作日趋频繁，很多行业越来越受到世界经济环境的影响。尤其是中国的汽车行业，在经济全球化的作用下迎来了新的机遇与挑战，机遇在于国外一些先进的汽车制造技术与营销理念将会源源不断的流入到中国的汽车行业当中，使得中国汽车从封闭逐渐走向开放，我国自主品牌也能从中获得很多有意的启发与借鉴，进而为中国打入国际市场创造有利的条件；挑战在于与国外发达国家相比，我国汽车发展的时间比较短，制造技术、管理理念和营销模式相对比较落后，并且我国自主汽车品牌在国内和国际市场的影响力比较弱，汽车产品的竞争实力不强，尚无法与国际汽车品牌相抗衡。根据加入WTO的相关承诺，2006年跨国汽车