中国汽车业战略分析与思考.docVIP

中国汽车业战略分析与思考 目录 TOC \o 1-9 \h \z \u 目录 1 正文 1 文1：中国汽车业战略分析与思考 1 一、我国汽车工业发展现状及发展趋势 3 1.产业大而不强、实力较弱 3 2.跨国汽车公司对我国汽车业的影响 4 3.国际竞争力低 5 4.“散、乱、小”现象 5 （1）汽车价格仍有降低的趋势 6 （2）上下游汽车企业开始对接 6 （3）中国将成为全球最大的汽车制造基地 6 （4）汽车企业战略重心将全面转移 6 （5）制造模式将向大规模定制模式转变 7 二、品牌战略理论分析 10 三、汽车营销企业品牌战略的实施策略 11 四、结语 17 文2：中国汽车业战略分析与思考 18 第一篇 中国汽车业发展研究的战略观 19 第二篇 中国汽车业战略研究的方法论 22 参考文摘引言： 24 原创性声明（模板） 25 文章致谢（模板） 25 正文 中国汽车业战略分析与思考 文1：中国汽车业战略分析与思考 Abstract： The 21st century is an era that the auto industry of our country will develop quickly， automobile enterprises of our country will be facing a new marketing environment which is full of opportunity and challenge. With the world famous 6+3automobile groups all enter our country， the marketing environment of domestic automobile will change greatly， and the traditional marketing will face the brand-new challenge. Facing such a new environment， automobile enterprises of our country must finish an important traition in marketing management if they want to promote its competitive ability in the fierce market competition， namely turn from traditional marketing to strategic marketing。 In chapter tow， on the basic of the analysis of various theories on brand definition， we make the brand defined by the introduction of brand essence model. And then， this chapter analyses the characte and operatio of brand， so as to enhance coume‘ undetand and perception. Around with brand strategy‘s inherent meaning， object and characte， it takes a theoretical analysis， and further it gives a theoretical research model about brand strategythe phase model of brand strategy. Mainly， the chapter three tells the brand strategy practices of automobile sales companies in our country from two aspects， which the one is the companies‘ historic development phases， and the other is the main problem encountered by companies in strategic practices. And then also indicates the future development tendency of automobile sales com