中国汽车企业自主品牌营销策略研究

内 容 摘 要

自改革开发以来，中国的经济发展非常迅速，GDP增长也很惊人。农业、工业、服务业也都呈现喜人的增长。作为国民经济非常重要的第二产业工业模块中，汽车行业则有着很长的产业链而备受国家重视。而我国拥有众多的自主汽车品牌，这些品牌要想求生存,求发展,必须要认识到市场营销的重要性。本文列举近十年我国自主品牌主机厂的发展状况，传统燃油汽车产业的发展趋势,以及新能源汽车品牌大规模涌入市场后对传统车企的冲击情况，来简要分析当前我国自主品牌汽车的发展情况以及不同的市场营销策略所产生的影响。

关键词：自主品牌；汽车；营销策略

目       录

引言························································3

自主汽车品牌的发展情况概述··································4

2.1 自主汽车品牌概念···········································4

2.2 自主品牌近十年发展情况及市场占有率·························4

尚存的前十大自主品牌发展趋势································6

解析2020年前三的自主品牌发展状况···························7

4.1 吉利、长安、长城的销量与增幅································7

4.2 三者的全国生产基地布局·····································8

4.3 终端消费者的主要选购车型及口碑·····························8

吉利、长安、长城的主要营销策略及广告思路····················10

5.1 吉利汽车的营销策略········································10

5.2 长安汽车的营销广告思路····································10

5.3 长城汽车的营销推广战略····································11

自主新能源汽车的发展状况及营销策略·························12

6.1 自主品牌新能源汽车的概念··································12

6.2 造车新势力的品牌营销推广及影响····························12

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