汽车营销现状及创新分析.doc

23汽车营销学题目汽车营销现状及创新分析学院工业制造学院专业车辆工程学生姓名黄华学号201010115140年级2010级1班指导教师王辉目录摘要···························································3汽车营销简介···············································3中国汽车营销现状···········································32.1························································42.2························································5中国汽车营销所面临的问题···································63.1························································63.2························································73.3························································73.4························································73.5························································83.6························································8中国汽车营销的创新分析·····································84.1························································94.2························································9结论·······················································10摘要：文章主要介绍了什么是汽车营销，叙述了中国汽车营销的现状及所面临的问题，分析了汽车营销的创新以及对中国汽车行业的发展的重要意义，最后阐述了服务消费者、以消费者需求为导向的汽车营销模式。主题词：汽车营销现状问题创新汽车营销简介加入世界贸易组织之后，随着宏观经济的持续快速增长和人均收入的不断提高，我国居民消费逐渐从解决衣食问题向解决住行问题转变，汽车消费特别是居民自用的乘用车消费呈现大众化趋势，并逐渐成为国内居民新一轮消费升级的热点。2001-2010年，国内乘用车销量从126.6万辆增至1375.8万辆，复合年均增长率达到30.4%。乘用车销量占汽车销量的比重从2001年的53.6%上升到2010年的76.2%，已成为我国汽车市场中的绝对主导。亿万中国家庭已经为拥有汽车、进入汽车生活做好了准备。作为世界最大的汽车消费潜力市场和世界排名第二的汽车消费市场，中国汽车市场蕴藏的市场机遇是前所未有的。所谓汽车营销是指进行汽车市场调研、分析与竞争研究，为企业生产经营决策提供咨询，并可进行汽车产品营销策划。如今，汽车营销是众多的汽车厂家、众多的品牌和车型充斥市场最好的选择，卖方市场已经完全进化为买方市场，汽车行业正在加快优胜劣汰的进程。作为一个潜力巨大、开发并不充分的行业，对于任何品牌和任何经营者都有胜出的机会，其前提是：必须卖好车，必须做好营销。对厂家是如此，对经销商更是如此。如何快速有效地提升企业经营业绩，取决于营销方略的科学性与合理性，取决于企业经营人才与营销队伍的判断力和执行能力。中国汽车营销的现状伴随着社会制度的变迁、汽车产业的发展和市场需求的变化，汽车的市场营销模式和营销格局都在发生着深刻的变化。经过多年的发展，我国汽车工业已经形成了比较完整的产品系列和生产布局，我国汽车营销模式取得了巨大的进步。营销模式正在向多样化方向发展，这符合当前汽车市场发展阶段的特点和汽车消费群体的不同需求，适应市场差异化、消费个性化的要求。但是，随着中国汽车市场不断壮大，原有的营销模式效果已越来越不明显，形形色色的营销创新逐渐成为企业实现更好生存发展的必要手段之一。2.1成功之处(1)汽车营销组织进一步规范和完善。多年来我国汽车营销组织模式得到长足的发展，呈现出多元化的发展趋势。营销模式多样化，符合当前汽车市场发展阶段的特点和汽车消费群体的不同需求，适应不同区域市场差异的要求。特许经营的专卖店，是