我国汽车市场营销模式研究

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1、武汉理工大学硕士学位论文我国汽车市场营销模式研究姓名：高祥申请学位级别：硕士专业：企业管理指导教师：程艳霞20080401武汉理工大学硕士学位论文AbstractThe21stcenturyisaneraChina’SautomobileindustryexperiencingrapiddevelopmentandChina’Sautobusinessesfacingmarketingcompetitionfullofopportunitiesandchallenges．Witha11thewell—knownnineinternationalAutomotive

2、GroupincludingGeneralMotors，Toyota，Ford，Volkswagen，Daimler—Chrysler，Renault．Nissan，BMW，Honda，Peugeot-CitroenenteringChina，andChina’sautomarkethasbecomethesecond-largestautomarketaftertheUnitedStates．ThemarketingenvironmentofChina’Sautomarketalsofacesamajorchange—globalizedcompetitioni

3、nthedomesticmarket，internationalcompetitionadjustingtodomesticmarket，thetraditionalmarketingmethodsfacingnewchallenges．Atthesametime，thedevelopmentofanewpatternfeaturingthepromotionandwidespreadapplicationofInternettechnologyandintegrationoftheglobaleconomyandcompetitionSansFrontiersw

4、illdefinitelylcadtothemostprofoundchangestomarketingindustrysincethebirthofindustrialsocieties．Inordertoadjusttotheincreasinglyfiercecompetitioninthemarketandtogaintheinitiativeinthefuturecompetition，wemustlearnfromtheinternationalsuccessfulexperiences，andthen，inlightofChina’sautomobi

5、leindustryandtheaetualsituationoftheautomobilemarket．explorefortheindustrialbusinessesthemarketingmodelandthenetworkwhichisinlinewithboththeinternationalbusinesspracticesandChina’snationalconditionsoftheautomobile．Thisrequirementisnotonlyimportantbutalsoverytight．Marketingmodeisthecor

6、eoftheSOUloftheentireenterprisemarketingsystem，thereforeestablishingascientificandrationalmarketingmodeisthekeytosupportefficientmarketingsystemoperations．Inthispaper，themarketingactivitiesofChina’Sautomarketareresearchobjects．Theauthor，usingmodernmarketingtheory，theorganizationalrefo

7、rmtheory，businesscompetitiontheoryandchannelmanagementtheoryetc．makesaresearchonmarketingmodelsbasedonthepost—transitioneraofChina’SautomarketafterltsaccessiontotheWTOandputsforwardthatonlythroughthecontinuouslnnovationofmarketingmodecanChina’sautoenterprisesimprovetheII武汉理工大学硕士学位论文co

8、mpeti