我国自主品牌汽车营销渠道问题与对策.doc

摘　　要
“得渠道者得天下”。在飞速发展的汽车工业，正确高效的营销渠道将对企业起到推动的作用。我国目前自主品牌汽车企业的渠道构建虽然还不够完善，不能同世界著名汽车企业相比，但我们的企业一直在努力构建并完善着自己的营销渠道。本文旨在分析我国自主品牌汽车的发展现状以及所出现的问题，并且根据这些问题提出我国自主品牌汽车营销渠道改革创新的举措。全文是对我国汽车营销渠道的探索，也是在为我过汽车行业的发展明确一个方向。我国的汽车企业在这个经济关键时期，正面临着机遇和挑战并存的局面。渠道的建立与优化在此显得至关重要。传统的渠道已经不能在当今的形势下发挥应有的作用。所以，文中提出了能够整合优化汽车渠道，使之趋于扁平化。这样，汽车企业才能够利用高效的渠道来完善自己的营销体系。我国的汽车企业也只有改善自己的渠道，才能够在这个竞争激烈的市场脱颖而出。
关键词：市场营销；营销渠道；汽车市场
Marketing channel’s problem and strategy of our own brand car
ABSTRACT
"Those who has channel will win forever!" With the rapid development of automotive industry , the correct and efficient marketing channels will play a driving role in business At present,although our own brand car company do not build a perfect channel,we always strive to make our marketing channels efficient even perfectThe article's main idea is that we analyze the development of our own brand car company and the problem which our our company have According to that , I advance that we have to innovate our channels Our car companies are in the very period that the economy is facing both opportunities and challenges Establishment and optimization of channel is particularly important in this Traditional channels in this period can not play its due role Therefore, the article proposes to integrate and optimize automotive channel, in this way the channels of car company tends to flatten Thus, car companies will be able to use the efficient channel to improve their own marketing system Chinese car companies can be able to stand out in this competitive market only in this way
Key words： marketing management；marketing channel；car market
汽车工业是产业关联度高、规模效益明显、资金和技术密集的重要产业。在金融风暴袭来之时
，全球许多大的汽车公司濒临破产边缘，而我国的汽车企业却在这一特殊时期呈稳步增长的趋势。特别是在09年，全球汽车市场惨淡，而我国的汽车市场在政府的一系列有效措施下，出现了令世界同行侧目的飞跃式发展的现象。数据显示，至2009年，中国汽车保有量突破8000万辆，已成为世界第二汽车大国。其中私人汽车达到4624万辆，4年以内的新车占到60%。估计到2010年，全国汽车保有量将达到9000万辆。从供给角度看，我国冶金、石油、化工、机电、仪器仪表等工业的发展已经为汽车工业大发展奠定了物质基础，公路网建设高速发展也为汽