基于自主汽车品牌营销策略的研究——以“吉利”为例摘要经过数十年的发展,我国自主汽车品牌已经从自发模仿向自主创新阶段进行迈进,其产品品牌塑造和市场营销全面转型都已成为中国汽车工业的重大战略问题,特别是在国外汽车品牌"大举入侵"的关键时刻,我国自主品牌汽车更需要加大对市场营销战略的转变,不断完善市场营销策略。汽车制造企业是一个国家经济发展的支柱产业，汽车的产业链可以与钢铁、橡胶等产业耦合在一起。作为高端制造业的产业之一，汽车制造产业的发展与一个国家经济发展水平在一定程度上成正比。目前，中国已经成为世界第一大汽车市场，国内市场的竞争已经从单纯的价格、技术升级到了营销策略。吉利集团进入汽车行业较早且发展较好，但是与国际汽车制造商相比还存在着一定的差距。因此，本文选取吉利集团为研究对象，从自主品牌的营销策略为切入点，以吉利为例进行介绍，分析了吉利面临的汽车行业的环境，通过五力模型的分析找出自身应对竞争的缺陷从而得出了吉利集团在营销方面存在的问题，根据这些问题提出相应的解决措施，希望能够对我国的自主汽车品牌的营销策略的制定有借鉴意义。关键词：利汽车，营销策略，问题，对策，汽车品牌Basedontheresearchofindependentautobrandmarketingstrategy-a"lucky",forexampleABSTRACTAfterdecadesofdevelopment,ourcountryindependentbrandcarsfromspontaneousimitationtoindependentinnovationphases,itsproductbrandingandmarketingcomprehensivetransformationhasbecomeamajorstrategicissueChinaautomobileindustry,especiallyinforeignbrands"invasion"ofthecriticalmoment,ourcountryindependentbrandcarsneedmoreandmorechangeinmarketingstrategy,andconstantlyimprovethemarketingstrategy.Automobilemanufacturingenterpriseisapillarindustryofnationaleconomicdevelopment,theautomobileindustrychaincanwithindustriessuchassteel,rubbercoupling.Asoneoftheadvancedmanufacturingindustry,automobilemanufacturingindustrywiththedevelopmentofacountry'seconomicdevelopmentlevelisproportionaltoacertainextent.Atpresent,Chinahasbecometheworld'slargestcarmarket,thedomesticmarketcompetitionhasfrompureprice,technologyupgradetothemarketingstrategy.Geelygroupandearlyintotheautomobileindustrydevelopmentisquitegood,butcomparedwithinternationalautomobilemanufacturers,therearecertaingap.Therefore,thisarticleselectsgeelygroupastheresearchobject,fromtheindependentbrandmarketingstrategyasthebreakthroughpoint,introducesthegeely,forexample,geelyautomobileindustryfacingenvironmentareanalyzed,throughtheanalysisoffivemodelstofindtheirowndealwiththedefectsofcompetition,thusobtainedthegeelygroupinthemarketingproblems,accordingtotheseproblemsputforwardthecorrespondingsolutionmeasures,hopetobeabletoofourcountry'sindependentautobrandmarketingstrategyformulationhasareferencevalue.KEYWORDS：thiscar,marketingstrategy,problems,countermeasures,carbrand目录1引言..............................................................11.1研究背景........................................................................................................11.2研究现状........................................................................................................11.2.1国外学者的相关研究...........................................................................11.2.2国内学者的相关研究...........................................................................21.3研究目的与意义..............................................31.4研究内容与方法..............................................31.4.1研究内容...............................................................................................31.4.2研...
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