文档介绍：浅析成都市汽车营销模式
摘要
建国以来,我国汽车工业从无到有,由弱到强,发展迅速,特别是进入21世纪后中国汽车工业飞速发展,2009年中国超过美国成为最大的汽车市场。各国品牌纷纷入驻中国抢夺中国这个巨大的市场,中国本土品牌在竞争中做大,开始海外兼并做出国门。汽车营销模式成为国内外汽车巨头扩展,提高销量的主要利器,各大厂商在这上面的投入巨大,汽车营销模式经过多年的发展和完善已比较成熟。目前主要营销模式有:汽车专卖店模式、汽车超市模式、汽车园区模式等,当然也有一些新的模式出现,例如汽车大道模式、网络营销模式等。九十年代后期汽车营销模式传入我国并快速发展,并形成了自己的特点。
成都作为西部中心城市,汽车保有量居于全国第三,并保持稳定增长态势,为争夺成都市场,各家厂商都加大了对成都市场投入力度,在成都市场上汽车模式的多样性良好,但是发展不均衡,存在一些问题急需改善。本文从我国汽车工业的发展入手,分析了当今国内外常用的营销模式,并成都市场的营销模式进行了概括,提出了成都市场营销模式中存在的问题及解决这些问题的一些建议,得到了相应的结论。
关键字:汽车、营销模式、成都
Automobile marketing mode of Chengdu
Abstract : Since the founding of China's automobile industry from scratch, from weak to strong, rapid development, especially in the 21st century, the rapid development of China's auto industry in 2009, China surpassed the . as the largest car market. National brands have settled in China to snatch the huge Chinese market, China's big domestic brands in petition, overseas mergers began to make the country. Automotive marketing model as domestic and foreign auto giants expand, the main tool to improve sales, the major manufacturers put in it's huge marketing model cars after years of development and improvement has been more mature. At present, marketing model are: model car stores, car supermarket model, car park mode, of course, there are some new patterns emerged, such as car road mode, network marketing mode. Automobile marketing mode introduced in the late ies and the rapid development of China, and formed its own characteristics.
As western cities of Chengdu, the third living in the country of automobiles, and maintain steady growth, petition for the Chengdu market, various manufacturers have increased input into the market in Chengdu, in Chengdu, the diversity of the field a good vehicle mode, but Development is uneven, there are some problems need to improve. In this paper, the development of China's automobile industry, analyzes the current marketing monly used at home and abroad, and Chengdu market are summarized in the marketing mode