摘要：当前社会对于汽车的不断增长的需求、国内外汽车品牌在我国的竞争日益剧烈以及公共关系对于消费者购买决策的影响日益增加。在同类产品、同等质量的前提下，企业要想增长市场销售额，就必须要构建起来良好的公共关系。现阶段，公共关系衍变成为一种重要的市场营销方式，不仅可以完成企业的销售目标、扩大经济效益，而且还有利于树立起来企业的良好社会形象，培育客户的忠诚度和认可度。本论文具体结合了公共关系在企业行业应用的相关案例，发现当前汽车品牌如果想要脱颖而出的话，需要哪些公关策略，目前的公共有哪些不到位的地方需要加强，从而促进汽车领域中公共关系的发展。

关键词：公共关系；汽车；品牌；竞争；市场营销

Analysis of the role of public relations in automobile brand competition

Abstract: In temporary society, the growing demand for automobiles, the fierce competition between domestic and foreign automobile brands in China and the influence of public relations on consumer purchasing decisions are increasing. Under the premise of similar products and equal quality, enterprises must build good public relations if they want to increase market sales. At this stage, the development of public relations has become an important marketing mode, which can not only achieve the goal of the sale of the enterprise, expand the economic benefit, but also help to establish a good social image of the enterprise and cultivate the loyalty and recognition of the customer. This thesis specifically combines with relevant cases of public relations applied in the enterprise industry, it is found that if the current automobile brand wants to stand out, what public relations strategies are needed and what is not in place in the current public need to be strengthened so as to promote the development of the public relations in the automobile field and plays an important role in promoting marketing for automobile enterprises.

Keywords: public relations; automobile; brand; competition; marketing

目录

前言 1

一、汽车品牌中公共关系的概述 2

（一）公共关系概述 2

（二）汽车品牌当前发展现状 2

1、全球汽车市场概况 3

2、我国汽车市场概况 3

（三）汽车品牌中的公共关系 4

（四）汽车品牌公共关系研究现状概述 5

二、汽车行业的竞争分析 8

（一）汽车市场预测分析 8

（二）汽车品牌营销策略分析 10

1、汽车市场营销要始终坚持社会营销观念的指导 10

2、充分展现企业品牌内涵 10

3、打造个性化的汽车品牌文化 10

4、实施以市场为导向的汽车品牌促销策略 11

三、汽车品牌与公共关系的结合 12

（一）我国汽车品牌公关概况 12

（二）汽车品牌公关的问卷调查分析 12

四、路虎汽车品牌具体案例 16

（一）擅闯罗布泊事件 16

（二）3.15召回事件 18