后金融危机时代中国汽车企业营销模式创新思考

发布时间：2018-06-12 06:11

本文选题：后金融危机时代 + 汽车企业营销模式　；参考：《商业经济研究》2015年01期

【摘要】：后金融危机时代中国汽车产业发展的内外部经济环境发生了巨大变化,给汽车企业营销模式带来了新的机遇和挑战。中国汽车企业营销模式虽然取得一定成绩,但却存在着注重近期效应,理念缺乏成熟;品牌定位模糊,内涵缺乏个性;营销技术单一,策略缺乏特色;渠道创新不足,模式缺乏特点等问题。为了解决中国汽车企业的产能过剩,汽车企业必须实现营销理念、营销组织和营销技术三个方面的创新改革,实现以消费者为主导的营销模式创新。
[Abstract]:Great changes have taken place in the internal and external economic environment of the development of China's automobile industry in the post-financial crisis era, which has brought new opportunities and challenges to the marketing mode of automobile enterprises. Although the marketing model of Chinese automobile enterprises has made some achievements, it still has to pay attention to the short-term effect, lack of mature ideas, vague brand positioning, lack of personality, single marketing technology, lack of strategy, lack of channel innovation, and so on. Lack of characteristics of the model and other problems. In order to solve the overcapacity of Chinese automobile enterprises, automobile enterprises must realize the innovation of marketing idea, marketing organization and marketing technology, and realize the innovation of consumer-oriented marketing mode.
【作者单位】：鞍山师范学院;
【基金】：2011年辽宁省教育厅科学研究一般项目“基于区域协调发展的辽宁汽车产业集群竞争力保障体系与路径研究”(项目批准号:W2011085) 辽宁省社会科学规划基金项目“基于区域协调发展的辽宁汽车产业集群竞争力保障体系与路径选择”(项目批准号:L11DJY044)的成果之一
【分类号】：F274;F426.471

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