吉利汽车营销策略分析

发布时间：2018-05-05 20:39

本文选题：吉利 + 自主品牌汽车　；参考：《北京交通大学》2014年硕士论文

【摘要】：中国汽车工业发展起步较晚,至今仅有五十多年的历史,但发展速度迅速。继2009年中国成为世界第一产销大国后,2012年中国汽车产销量双双超过1900万辆,连续四年全球第一。80年代后期以来,中国汽车工业一直是实施“市场换技术”的政策。但结果是并没有能得到技术,却让出了巨大的市场。中国成了汽车组装大国,而非生产国。90年代出现了吉利、奇瑞等自主品牌汽车,在夹缝中不断成长壮大。尤其是吉利,不仅掌握了汽车发动机、变速箱等零部件的核心技术,还具有完整的自主知识产权。2009年吉利汽车成功收购了全球第二大自动变速器公司DSI,2010年以18亿美元收购了福特汽车公司旗下的沃尔沃轿车公司的全部股权。并成功入围2012年《财富》世界500强排行榜,成为我国首家民营自主品牌汽车入围的企业。在国家政策的支持和保护下,我国自主品牌汽车这几年发展迅速,但是与国际汽车巨头相比,在品牌形象、技术水平和营销策略等方面仍面临着巨大的挑战。在此背景下,论文对吉利汽车营销策略的研究具有重要的意义。以期为我国自主品牌汽车和吉利汽车的未来发展提供参考和借鉴。本论文采用文献研究方法和案例研究方法。通过PEST.五力模型等分析工具,对中国汽车行业的宏观环境、吉利汽车的市场环境进行了分析。同时基于4P营销组合理论对吉利汽车的市场营销策略进行了系统的分析,并在此基础上提出改进建议：即塑造低碳的品牌形象、实施差异化产品策略、坚持以顾客导向定价、渠道再下沉、加大新能源技术宣传力度。
[Abstract]:The development of China's automobile industry started relatively late and has only a history of more than 50 years so far, but it is developing rapidly. After China became the world's largest producer and marketer in 2009, more than 19 million cars were produced and sold in China in 2012. Since the late 1980s, the Chinese auto industry has been implementing the policy of "market for technology". But the result is that no access to technology, but a huge market. China has become a major assembly of cars, rather than a producer. In the 1990s, the emergence of Geely, Chery and other brands of cars, growing in the gap. Geely, in particular, not only grasps the core technology of automobile engine, gearbox and other parts, Geely acquired the world's second-largest automatic transmission company DSI in 2009 and acquired a full stake in Ford's Volvo car company for $1.8 billion in 2010. It has been successfully listed in the Fortune 500 list in 2012 and has become the first privately owned brand car to be listed in our country. With the support and protection of national policies, China's own brand cars have developed rapidly in recent years, but compared with the international automobile giants, the brand image, technology level and marketing strategy are still facing great challenges. Under this background, the thesis has the important significance to the Geely automobile marketing strategy research. In order to provide reference for the future development of our own brand automobile and Geely Automobile. This thesis adopts the literature research method and the case study method. Through pester. This paper analyzes the macro environment of Chinese automobile industry and the market environment of Geely Automobile by using five-force model and other analysis tools. At the same time, based on the 4P marketing combination theory, the paper makes a systematic analysis of Geely Automobile's marketing strategy, and puts forward some suggestions for improvement on the basis of this, that is, to create a low carbon brand image, to implement the differentiated product strategy, and to insist on customer-oriented pricing. The channel sinks again, increases the new energy technology propaganda dynamics.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.471;F274

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