汽车自建营销渠道研究论文.docx

奇瑞汽车自建营销渠道研究
作 者 姓 名
学 位 类 型专 业硕士
学 科、专 业工 商 管 理
研 究 方 向汽车营销渠道
导 师 及 职 称
合 肥 工 业 大 学
本论文经答辩委员会全体委ational policy support, China's auto industry has been rapid development of the automobile has become a pillar of strength for stimulating national economic growth to 2021, China's automobile industry has become the world's first production and marketing . However, with increased competition and supply and demand imbalance, since 2004, the automotive market has begun from a seller to a buyer's market changes, structural overcapacity has become increasingly evident, in addition to the . subprime mortgage crisis since 2021 for the fuse the rapid spread of the international financial crisis, the domestic auto industry has also been affected, the State timely introduction of the car to the countryside to encourage automobile consumption, the purchase of tax benefits and energy subsidies and other policies to ensure the steady growth of the automotive market in the short term, but the car have become increasingly prominent industry oversupply, competition has been the product, brand, go to the all-round competition in the channels.
With the continuous development of China's auto market and the changing demand structure, foreign auto giants have the same time to enter China, but also continue to launch the joint venture its own brand, extrusion control by its own brand of low-end car market. Past two years, such as the concept of Guangzhou Honda Automobile, Dongfeng Nissan, Kai Chen, its own car brand market share by 35% in 2021 to 29 percent in 2021, living space is getting smaller and smaller, while also caused the financial difficulties of some distributors, the net return events happen frequently, and further deterioration of its own brand of competitiveness. Due to increased competition brought about the homogenization of automotive products as well as the diversification of consumer demand, the need of the traditional marketing channels have b