文档介绍：郑州交通职业学院
毕业论文
论文题目: 论国产汽车品牌营销
所属系别车辆工程系
专业班级汽车制造与装配技术4班
姓名龚红磊
学号 201008020120408
指导教师张占领
撰写日期 2013 年 05 月
摘要
汽车产业发展中面临的四大问题当前,汽车市场需求的高速增长暂时掩盖了由加入世界贸易组织给国内汽车市场带来的冲击,但是,这并不意味着我国汽车市场就没有矛盾和问题。相反,在产销高速增长的繁荣期,我国汽车已经暴露出大问题。汽车产业热度过高,供给市场存在投资泡沫近几年,在强大的市场需求刺激下,受汽车产业链条长、对地方经济带动作用大和投资回报高的诱惑,全国有个省市都在投资汽车产业,分别设立了!个整车厂、个特种车及改装车厂、个车身厂、多家汽车及摩托车零部件和配件厂。根据有关方面分析,当前中国整车生产能力约有万辆,今后- 年还将新增生产能力. 全国所具备的整车生产能力将大大超过市场需求能力。目前,国内形成的汽车投资热,尽管有市场因素作用,但很大程度上由地方政府支持主导掀起。该“造车运动”产生了一批分散、小规模的汽车企业,不利于汽车生产集中度的提高,增加了企业间的生产和竞争成本,降低了汽车产业的效益。自主开发能力弱,拥有自主知识产权的少当前,中国国内生产的大部分新型轿车都是依靠技术引进和合资开发的。有人讲,中国已经成为世界第四大汽车制造国,但实际上,我国只是汽车产销大国而不是强国。严格从技术意义上讲,当前我国汽车产业实质上是汽车强国和世界汽车巨头的组装车间,我们是靠“卖市场”吸引世界汽车巨头进入中国领域的。
The four major problems facing the development of the automobile industry, the high-speed growth of the automobile market demand temporarily mask the impact brought by the accession to the World anization to the domestic auto market, but this does not mean that China's auto market is no contradictions and contrary, the boom in the production and marketing of high-speed growth, China's automobile has exposed a big problem. Overheating of the automobile industry, the supply market investment bubble in recent years, under the stimulus of the strong market demand, the long chain of the automotive industry, the temptation leading role of the local economy and a high return on investment, the country provinces and cities are investment vehicles industries were set up! a car factory, a special vehicle and conversion depot, a body factory, the number of car and motorcycle parts and accessories factory. According to the analysis of the parties concerned, China's vehicle production capacity of about ten thousand, the future - the annual production capacity will be added. Nationwide with vehicle production capacity will greatly exceed the ability of the market demand.
关键词:国产汽车营销
目录
外部环境分析·································································4
一般环境分析·····································