本文選題：吉利 + 自主品牌汽車　； 參考：《北京交通大學(xué)》2014年碩士論文

【摘要】：中國汽車工業(yè)發(fā)展起步較晚,至今僅有五十多年的歷史,但發(fā)展速度迅速。繼2009年中國成為世界第一產(chǎn)銷大國后,2012年中國汽車產(chǎn)銷量雙雙超過1900萬輛,連續(xù)四年全球第一。80年代后期以來,中國汽車工業(yè)一直是實(shí)施“市場換技術(shù)”的政策。但結(jié)果是并沒有能得到技術(shù),卻讓出了巨大的市場。中國成了汽車組裝大國,而非生產(chǎn)國。90年代出現(xiàn)了吉利、奇瑞等自主品牌汽車,在夾縫中不斷成長壯大。尤其是吉利,不僅掌握了汽車發(fā)動機(jī)、變速箱等零部件的核心技術(shù),還具有完整的自主知識產(chǎn)權(quán)。2009年吉利汽車成功收購了全球第二大自動變速器公司DSI,2010年以18億美元收購了福特汽車公司旗下的沃爾沃轎車公司的全部股權(quán)。并成功入圍2012年《財富》世界500強(qiáng)排行榜,成為我國首家民營自主品牌汽車入圍的企業(yè)。 在國家政策的支持和保護(hù)下,我國自主品牌汽車這幾年發(fā)展迅速,但是與國際汽車巨頭相比,在品牌形象、技術(shù)水平和營銷策略等方面仍面臨著巨大的挑戰(zhàn)。在此背景下,論文對吉利汽車營銷策略的研究具有重要的意義。以期為我國自主品牌汽車和吉利汽車的未來發(fā)展提供參考和借鑒。 本論文采用文獻(xiàn)研究方法和案例研究方法。通過PEST.五力模型等分析工具,對中國汽車行業(yè)的宏觀環(huán)境、吉利汽車的市場環(huán)境進(jìn)行了分析。同時基于4P營銷組合理論對吉利汽車的市場營銷策略進(jìn)行了系統(tǒng)的分析,并在此基礎(chǔ)上提出改進(jìn)建議：即塑造低碳的品牌形象、實(shí)施差異化產(chǎn)品策略、堅持以顧客導(dǎo)向定價、渠道再下沉、加大新能源技術(shù)宣傳力度。
[Abstract]:The development of China's automobile industry started relatively late and has only a history of more than 50 years so far, but it is developing rapidly. After China became the world's largest producer and marketer in 2009, more than 19 million cars were produced and sold in China in 2012. Since the late 1980s, the Chinese auto industry has been implementing the policy of "market for technology". But the result is that no access to technology, but a huge market. China has become a major assembly of cars, rather than a producer. In the 1990s, the emergence of Geely, Chery and other brands of cars, growing in the gap. Geely, in particular, not only grasps the core technology of automobile engine, gearbox and other parts, Geely acquired the world's second-largest automatic transmission company DSI in 2009 and acquired a full stake in Ford's Volvo car company for $1.8 billion in 2010. It has been successfully listed in the Fortune 500 list in 2012 and has become the first privately owned brand car to be listed in our country. With the support and protection of national policies, China's own brand cars have developed rapidly in recent years, but compared with the international automobile giants, the brand image, technology level and marketing strategy are still facing great challenges. Under this background, the thesis has the important significance to the Geely automobile marketing strategy research. In order to provide reference for the future development of our own brand automobile and Geely Automobile. This thesis adopts the literature research method and the case study method. Through pester. This paper analyzes the macro environment of Chinese automobile industry and the market environment of Geely Automobile by using five-force model and other analysis tools. At the same time, based on the 4P marketing combination theory, the paper makes a systematic analysis of Geely Automobile's marketing strategy, and puts forward some suggestions for improvement on the basis of this, that is, to create a low carbon brand image, to implement the differentiated product strategy, and to insist on customer-oriented pricing. The channel sinks again, increases the new energy technology propaganda dynamics.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.471;F274

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