中国汽车市场自主品牌与合资品牌营销策略分析

发布时间：2018-05-07 14:53

本文选题：营销战略 + 自主品牌　；参考：《北方经贸》2016年01期

【摘要】：中国加入WTO以后,合资品牌汽车一直占有统治地位,近年来随着国内汽车制造水平的提高,自主品牌也开始向市场发力。目前,广州本田引进的"四位一体"已经是国内市场的主流销售模式,但在企业战略、广告宣传、品牌定位和维修服务上,自主品牌和合资品牌的经营策略有很大差异。新生的自主品牌应该塑造更年轻有活力的形象,利用环境和政策优势,先人一步,在提高产品质量的同时提高创新力,加大整合营销力度;调整定价策略,保持价格优势;完善服务流程,让消费者从服务中销售高贵的体验,可靠的售后服务;加强经销商的管理,建立完善的4S体系等。
[Abstract]:After China's entry into WTO, joint-venture brands have always occupied the dominant position. In recent years, with the improvement of domestic automobile manufacturing level, independent brands have begun to push to the market. At present, the "four-in-one" introduced by Guangzhou Honda has been the mainstream sales mode in the domestic market, but in the enterprise strategy, advertising, brand positioning and maintenance services, there are great differences between the management strategy of the independent brand and the joint venture brand. The new independent brand should create a younger and more dynamic image, make use of the advantages of environment and policy, step ahead of the others, improve the quality of products at the same time, increase the strength of integrated marketing, adjust the pricing strategy, and maintain the price advantage. Perfect service flow, let consumers sell noble experience and reliable after-sales service from service, strengthen dealer management, establish perfect 4S system, etc.
【作者单位】：黑龙江大学;
【分类号】：F426.471;F274

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