自主品牌轿车在中国市场的营销策略研究

发布时间：2018-09-06 07:25

【摘要】： 中国现代汽车工业经过近二十年的快速发展,终于初步形成了自主的研发制造体系。目前国内轿车市场自主品牌已迎来全面崛起的契机:在8万元以下的微轿市场区间,有奇瑞、夏利等把持市场;10—12万元的经济型家用车有华晨骏捷等作为代表;在15—20万元的中高级轿车市场上,奔腾则占据市场主导地位。一汽奔腾作为国内首款高起点、高品质、高性能的自主品牌中高级轿车,自研发之日起就备受关注。我们相信这款集“安全、操控、舒适”三大性能于一身的新一代商务车的上市,必将为国内消费者带来更多更好的选择,同时也将引发中高级轿车市场更大的变化。为此,本文详细分析了奔腾轿车在中国市场的营销战略,目的是通过对奔腾轿车营销战略的研究,认清自主品牌轿车在市场竞争中的优势,在此基础上提出我国自主品牌轿车发展的对策,并对其未来进行预测。本文共分五章。第一章是导论部分,介绍了本文的研究背景及意义;第二章阐述世界汽车工业的发展及红旗轿车在中国的发展。第三章主要研究跨国公司营销发展状况,其中包括销售体系的设置、网络销售的现状及经营模式。第四章是本文的重点,通过对奔腾轿车进行SWOT分析得出竞争中的优劣势,并具体分析了其市场定位和目标市场的选择,进而详细剖析了其产品策略、价格策略、渠道策略和促销策略。第五章是在前面几章的基础上讨论了制约我国自主品牌汽车营销的因素、自主品牌汽车营销的现状以及对策,并对其前景进行了展望。
[Abstract]:After nearly 20 years of rapid development, China's modern automobile industry has finally formed its own R & D and manufacturing system. At present the domestic car market independent brand has ushered in the opportunity of overall rise: in the micro-sedan car market below 80,000 yuan, there are Chery, Xiali and other economic household cars with a market of 10-120,000 yuan as the representative; In the 15-20 million high-class car market, Pentium is the dominant position in the market. FAW Pentium as the first high-starting point, high-quality, high-performance brand high-class cars, since the day of development has received attention. We believe that the new generation of commercial vehicles with "safety, control and comfort" features will surely bring more and better choices to domestic consumers, and will also lead to greater changes in the middle and high class car market. Therefore, this paper analyzes the marketing strategy of Pentium car in China in detail. The purpose of this paper is to recognize the advantages of our own brand car in the market competition through the research of Pentium car marketing strategy. On the basis of this, the author puts forward the development countermeasure of our country's own brand car, and forecasts its future. This paper is divided into five chapters. The first chapter is the introduction, which introduces the research background and significance of this paper, the second chapter describes the development of the world automobile industry and the development of Red Flag cars in China. The third chapter mainly studies the transnational corporation marketing development situation, including the sales system establishment, the network sale present situation and the management pattern. The fourth chapter is the focus of this paper, through the SWOT analysis of Pentium car in the competitive advantages and disadvantages, and the specific analysis of its market positioning and target market selection, and then detailed analysis of its product strategy, price strategy, Channel strategy and promotion strategy. The fifth chapter is based on the previous chapters to discuss the factors restricting the independent brand automobile marketing, the status quo of the independent brand automobile marketing and countermeasures, and prospects for its future.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.471

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