文档介绍：郑州交通职业学院毕业论文(设计)
论文(设计)题目:我国汽车对外贸易中品牌营销的现状与策略
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撰写日期 2012年 5月
我国汽车对外贸易中品牌营销的现状与策略
摘要
品牌营销是企业经营制胜的重要手段。汽车产业已经成为了中国经济增长中的主导产业,于此同时中国汽车商品的出口也有了很大的发展。我国汽车品牌的市场营销中存在诸多问题, 解决的措施就是要向西方汽车品牌营销借鉴其先进的经验, 树立正确的品牌营销观念, 以市场为导向, 以客户为中心, 加强汽车产品生产和服务的创新, 让我国汽车品牌市场营销迈上新台阶, 以适应新形势的发展。只有建立和积累全面而丰厚的品牌资产才能使产品具有恒久的生命力。
世界汽车工业的总体发展模式可分为纯进口消费型发展模式、,汽车品牌的基本发展模式主要分为三类:自主开发型发展模式、,树立民族汽车品牌;在自主发展的前提下,主动融入全球化;借助政府的力量,扶持和发展民族汽车品牌等是国外汽车品牌发展对我国汽车工业发展的重要启示.
经过20年的快速发展,我已有了较大幅度的提高。在中国经济日益融入世界经济一体化的今天,汽车贸易从多品牌、小批量、功能单一的突出经销商的模式正逐步向符合国外商业模式的主要做法:品牌连锁、四位一体等模式靠扰。随着中国加入WTO,汽车贸易前景看好,而未来的市场竞争将是各大汽车厂商之间品牌和服务的竞争。
关键词:经济,汽车品牌,营销策略,竞争,服务
Foreign trade in China's automobile brand marketing and the status of the strategy
ABSTRACT
Brand marketing is an important means for winning the enterprise management. Automobile industry has e China's economic growth in the leading industry, at the same time China auto goods export of great development. In China's automobile brand marketing problems, solutions to the west is to car brand marketing learn the advanced experience, sets up the correct brand marketing idea, take the market as the guidance, take the customer as the center, strengthen the car production and service innovation, let China automobile brand marketing to step on to a new stage, and to adapt to the new situation of development. Only by establishing and accumulation prehensive and rich brand assets to make products with enduring vitality.
The car industry in the overall development mode can be divided into pure entrance consumer development pattern and industry YiFuXing mode of development and industry leading development model. According to the world car industry in the overall development mode and the main car producer of the development of automobile brand watch, car brand of basic development pattern mainly divided into three categories: the independent development