汽车促销策略分析论文

论文题目：汽车促销策略分析

专业名称：市场营销专业

工作单位：郑州商业中等专业学校作者姓名：李刚磊

汽车促销策略分析

摘要

汽车作为提高生活质量和工作效率的交通工具，逐渐走进寻常百姓家庭。由此推动了汽车产业进入快速发展的轨道去，汽车消费将成为一个新的亮点，潜在的汽车消费市场孕育着巨大的商机，而汽车营销市场的快速发展与营销人才需求的矛盾日益突出。中国市场将成为全球汽车企业的参与全球竞争的战略性市场，市场的战略变化，有可能给中国汽车成为全球汽车制造中心提供机会.最近汽车产业三个变化，导致中国汽车市场的地位可能发生重大变化，中国汽车产业有机会成为全球制造中心甚至创新中心。随着社会的快速发展和人们生活水平的不断提高，汽车已逐步进入普通家庭，汽车产品的需求已逐步成为人们消费的一项重要内容。中国作为全球最具潜力的汽车消费大市场，竞争日益激烈。国际各汽车跨国公司纷纷进入中国市场抢占阵地，促使新的竞争格局基本形成国内市场已呈现国际化趋势。我国民族汽车缺乏先进合理的管理模式、科学的营销模式，导致他们在激烈的市场竞争中面临严峻的考验。汽车促销也成为市场激烈竞争中的重要手段之一，研究和运用促销策略也是各个汽车销售商家竞争的核心。

关键词：汽车，促销策略，市场调查，营销模式

Automobile sales promotion strategy for analysis

ABSTRACT

The car as to improve the quality of life and work efficiency of transportation, gradually into ordinary family. The auto industry has entered a rapid development track, car consumption will become a new bright spot, the potential auto market gestates tremendous business opportunities, while the rapid development of automobile marketing and marketing talent demand contradiction. Chinese market will become the global auto companies to participate in global competition strategic market, market strategy change, possibly to Chinese car to become the global automotive manufacturing center offers opportunities for automobile industry. Recent changes in three, led to the Chinese auto market may produce major change, Chinese automobile industry has the opportunity to become the global manufacturing center and innovation center. The car as to improve the quality of life and work efficiency of transportation, gradually into ordinary family. The auto industry has entered a rapid development track, car consumption will become a new bright spot, the potential auto market gestates tremendous business opportunities, while the rapid development of automobile marketing and marketing talent demand contradiction. Chinese market will become the global auto companies to participate in global competition strategic market, market strategy change, possibly to Chinese car to become the global automotive manufacturing center offers opportunities for automobile industry. Recent changes in three, led to the Chinese auto market may produce major change, Chinese automobile industry has the opportunity to become the global manufacturing center and innovation center.

KEYWORDS：Auto,sales promotion,Market survey,Marketing mode

目录

1目前我国汽车市场营销的基本特征 (1)

1.1国内汽车市场用户发生转变 (1)

1.1.1国产汽车降价不断，有力促进汽车市场产品分化 (1)

1.1.2我国汽车市场消费模式缺失，市场还未真正成熟 (2)

1.1.3营销网络和品牌竞争成为重点 (2)

1.2企业管理者面临的困扰和挑战 (2)

1.3轿车进入家庭是大势所趋 (2)

2目前我国汽车市场营销的发展趋势 (3)

2.1加入WTO对国内汽车市场产生的影响 (3)

2.1.1关税调整 (3)

2.1.2投资与投资政策 (3)

2.1.3产品技术和市场 (4)

2.2国家政策的影响 (4)

2.3国内轿车行业需求的基础 (5)

3汽车促销市场调查 (5)

3.1什么是汽车促销 (5)

3.1.1汽车促销短期性的工具 (5)

3.1.2促销方式 (6)

3.1.3如何使汽车企业与公众建立良好的公共关系 (6)

3.2价格是消费者购车首要考虑因素 (6)

3.3消费者还着重考虑驾驶的经济性 (7)

4未来我国汽车营销策略的发展方向 (7)

4.1环保型营销策略 (7)

4.1.1树立环保营销的基本思路 (7)

4.1.2积极研发环保低碳产品和机器零部件 (8)

4.1.3改进传统生产习惯，建立清洁高效生产模式 (8)

4.2建立以消费者为导向的营销模式 (8)

4.3建立汽车营销的模块化战略发展模式 (8)