本文選題：后金融危機(jī)時(shí)代 + 汽車企業(yè)營(yíng)銷模式��； 參考：《商業(yè)經(jīng)濟(jì)研究》2015年01期

【摘要】：后金融危機(jī)時(shí)代中國(guó)汽車產(chǎn)業(yè)發(fā)展的內(nèi)外部經(jīng)濟(jì)環(huán)境發(fā)生了巨大變化,給汽車企業(yè)營(yíng)銷模式帶來(lái)了新的機(jī)遇和挑戰(zhàn)。中國(guó)汽車企業(yè)營(yíng)銷模式雖然取得一定成績(jī),但卻存在著注重近期效應(yīng),理念缺乏成熟;品牌定位模糊,內(nèi)涵缺乏個(gè)性;營(yíng)銷技術(shù)單一,策略缺乏特色;渠道創(chuàng)新不足,模式缺乏特點(diǎn)等問(wèn)題。為了解決中國(guó)汽車企業(yè)的產(chǎn)能過(guò)剩,汽車企業(yè)必須實(shí)現(xiàn)營(yíng)銷理念、營(yíng)銷組織和營(yíng)銷技術(shù)三個(gè)方面的創(chuàng)新改革,實(shí)現(xiàn)以消費(fèi)者為主導(dǎo)的營(yíng)銷模式創(chuàng)新。
[Abstract]:Great changes have taken place in the internal and external economic environment of the development of China's automobile industry in the post-financial crisis era, which has brought new opportunities and challenges to the marketing mode of automobile enterprises. Although the marketing model of Chinese automobile enterprises has made some achievements, it still has to pay attention to the short-term effect, lack of mature ideas, vague brand positioning, lack of personality, single marketing technology, lack of strategy, lack of channel innovation, and so on. Lack of characteristics of the model and other problems. In order to solve the overcapacity of Chinese automobile enterprises, automobile enterprises must realize the innovation of marketing idea, marketing organization and marketing technology, and realize the innovation of consumer-oriented marketing mode.
【作者單位】： 鞍山師范學(xué)院;
【基金】：2011年遼寧省教育廳科學(xué)研究一般項(xiàng)目“基于區(qū)域協(xié)調(diào)發(fā)展的遼寧汽車產(chǎn)業(yè)集群競(jìng)爭(zhēng)力保障體系與路徑研究”(項(xiàng)目批準(zhǔn)號(hào):W2011085) 遼寧省社會(huì)科學(xué)規(guī)劃基金項(xiàng)目“基于區(qū)域協(xié)調(diào)發(fā)展的遼寧汽車產(chǎn)業(yè)集群競(jìng)爭(zhēng)力保障體系與路徑選擇”(項(xiàng)目批準(zhǔn)號(hào):L11DJY044)的成果之一
【分類號(hào)】：F274;F426.471

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