文档介绍：对外经济贸易大学
硕士学位论文
中国汽车自主品牌基于女性消费者的营销策略研究
姓名:陈浩
申请学位级别:硕士
专业:企业管理
指导教师:郭晓凌
20080501
摘要
改革开放以来,中国汽车产业以惊人的速度发展起来。特别是加入 WTO 以
后,在全球经济及全球汽车产业迅猛发展的大背景下,中国本土汽车厂商通过竞
争与兼并重组等方式,正在加速提高自身竞争力。然而,中国企业迄今还缺乏属
于自己的知名品牌。在目前国内各界就发展我国汽车自主品牌业已形成共识的情
况下,深入分析当前发展汽车自主品牌所需的各方面条件,并对照自身实力,寻
找适合的细分市场及营销模式,对于我国汽车自主品牌的成长无疑具有重要的意
义。
中国社会经济的进一步发展和文明程度的进一步提升,使女性的社会、经济、
政治地位都得到了明显的提高,女性消费者行为的研究也日益成为热点。各种数
据均表明,中国女性汽车消费者在近几年内,已经成为中国国内汽车消费市场的
主力军。
本文首先就论文的研究背景、内容、方法和思路进行了概括。然后紧紧围绕
着“自主品牌”、“汽车”、“女性消费者”、“营销策略”,结合国内的两个案例,
采用了案头研究、比较分析、标杆研究等研究方法,详细论证了中国汽车自主品
牌针对女性消费者的营销策略。在前文案例分析的基础上,本文构建了中国汽车
自主品牌营销策略金子塔模型,深入分析了影响中国汽车自主品牌针对女性消费
者营销策略成功与失败的因素,这也是本论文的核心部分。
论文的最后,提出了中国汽车自主品牌应针对女性消费者选择差异化营销策
略,并给出相应建议。

关键词:自主品牌,汽车,女性消费行为,营销策略

I
Abstract
Since the reform and opening up, China’s motor industry has been expanding
dramatically. Especially after China’s accession to the WTO, with world economy and
global motor industry developing very fast, the Chinese local panies have
been enhancing petency through mergers petition. However, Chinese
companies still haven’t established their well-known brands in the auto industry. On
the condition that the importance of developing China’s own motor brands has been
agreed by all domestic circles presently, clarifying various conditions that are needed
to develop own brands currently and seeking proper target market and marketing
theories according pany’s situation are vital to the development modes and
China’s motor brands.
Along with the social economy further development and the civilized degree
further promotion in China, the female society, economy and political status have
obtained distinct enhancement, the female purchase behavior research has e a
hot spot day by day. In recent years, all figures indicated that women are ing
more and more powerful in the market of sedan.
First, this paper introduces the background, contents, methods and ideas for the
general. Then, this paper discusses the