中国汽车企业自主品牌营销策略研究

内 容 摘 要

随着改革开放的深入和中国加入WTO的不断深化，中国政府2018年承诺对合资车企逐步放开外资比例，这将直接威胁到正处于发展中的中国汽车企业自主品牌。本文通过对中国汽车企业自主品牌现状与问题的分析，运用SWOT分析法，揭露中国汽车企业自主品牌在营销策略方面的问题。建议中国汽车企业自主品牌通过坚持自身的品牌战略、传递持续的价值、建立合理的价格策略、健全销售渠道和售后服务体系、坚持可持续性发展的扩张策略，达到让中国汽车企业自主品牌在中国这样一个蕴含巨大潜力的市场中获得一席之地。

[关键词]：中国汽车企业自主品牌 同质化 营销策略 整合

目       录

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

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

1.2意义····························································42中国汽车企业自主品牌现状分析······································5

2.1中国汽车企业自主品牌定义·········································5

2.2中国汽车企业自主品牌现状·········································5

2.3中国汽车企业自主品牌的产品及供应链现状···························6

3中国汽车企业自主品牌问题分析······································7

3.1产品的同质化····················································7

   3.1.1产品外形的同质化···········································7

   3.1.2发动机等核心配件的同质化···································7

   3.1.3供应链的同质化·············································8

3.2目标群体的同质化················································8

3.3营销策略的同质化················································8

4中国汽车企业自主品牌营销策略选择··································9

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

4.1.1优势分析··················································94.1.2劣势分析··················································9

4.1.3机会分析··················································9

4.1.4威胁分析··················································10

4.2中国汽车企业自主品牌营销策略选择·······························10

4.2.1坚守自身的品牌战略·······································10

4.2.2传递持续的价值···········································104.2.3建立合理的价格策略 ······································114.2.4健全渠道与售后服务体系···································114.2.5坚持可持续发展的扩展性策略·······························12

5结论·····························································12

文献