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摘要：自改革开放和我国加入WTO以来，伴随着我国经济的高速增长和人民生活水平的不断提高，我国汽车产业迅速崛起，特别是国产自主汽车品牌在与国外著名汽车品牌的合作与竞争中不断发展壮大。最近几年，在汽车市场竞争趋于白热化的形势下，汽车公司营销策略的运用对汽车销售所起的重要作用日益突显。虽然借鉴了国外先进的营销理论，但是受利润为主的固有思文影响，我国自主汽车品牌公司对营销策略的作用不够重视。此外，在具体的营销实践中，自主汽车品牌公司往往只采用价格促销、广告投入等简单的营销策略，不能灵活高效的运用营销策略，更谈不上营销策略的创新使用。20578
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奇瑞汽车自1997成立以来，曾连续九年蝉联中国自主汽车品牌销量冠军，成为中国自主汽车品牌中的代表。这与奇瑞汽车精准的市场定位，灵活的市场策略密切相关。本毕业论文以奇瑞汽车为例，深入剖析奇瑞汽车在市场活动中运用营销策略的现状，同时对比分析了国内自主汽车品牌企业与国外著名汽车企业在市场营销活动中的差距，并提出总结和建议，期望为我国自主汽车品牌的发展提供借鉴。
关键字：国产汽车；自主品牌；营销策略；奇瑞
China's own-brand cars Marketing Strategy Take Chery Auto For Example
Abstract: since reform and opening-up and china entered WTO, with the high-speed development of our economy and the continuous improvement of people’s living standard, china’s auto industry rapidly raise, especially the own-brand cars continued to grow stronger in cooperation and competition with foreign famous brands. But in recent years, under the situation of automobile market competition hot up, the use of car company marketing strategy play an important role in the automobile sales. While learning from the foreign advanced marketing theory, affected by the inherent thinking of giving priority to the profit, china's own-brand cars company didn’t attach enough importance to the role of marketing strategy. In addition, in specific marketing practice, own-brand cars companies tend to adopt price promotion, advertising and other simple marketing strategy, can’t use flexible and efficient marketing strategy, no mention to the innovative use of marketing strategy.
Chery auto, established in 1997, has been won china's own-brand cars sales champion, becoming representative of own-brand cars which are closely related to accurate market positioning and flexible marketing strategies. This thesis takes Chery auto as an example, deeply analyzing present situation which Chery auto use marketing strategy and the difference between the china’s own-brand cars enterprises and the foreign famous automobile enterprises in the marketing activities, marking conclusion and suggestion .additionally, the paper desire to provide guidance for the development of China's own-brand cars.
Key Words: China auto, Independent brand, marketing strategy, Chery automobile
目录
前言 1
一、自主汽车品牌营销策略相关理论综述 2
（一）自主汽车品牌相关概念 2
1、我国汽车市场概述 2
2、自主汽车品牌概述 3
3、我国自主汽车品牌面临的机遇与威胁 3
4、营销对汽车企业的重要作用 4
（二）营销策略概述及国内外研究现状 4
1、营销策略内涵及要点 4
2、营销策略的国内外研究现状 5
二、奇瑞汽车的营销现状与调研分析 7
（一）奇瑞汽车的营销现状 7
1、奇瑞汽车的竞争状况 7