跨国公司在华汽车营销模式研究

Research on the Automobile Marketing Models of Transnational Corporations in China

跨国公司在华汽车营销模式是在移植母国营销模式的基础上,结合中国汽车营销现状发展起来的。文章从介绍我国汽车营销现状入手,分析了影响跨国公司在华选择汽车营销模式的因素,指出了目前跨国公司在华汽车营销的主要模式及其对我国汽车营销模式产生的影响,并对我国汽车营销的发展趋势提出了一些构想。

The automobile marketing models of transnational corporations in China are developed on the basis of transplanting from marketing models of homelands and with the consideration of the Chinese current situations of automobile marketing. This article introduces the current situations of automobile marketing of our country firstly, then analyses the factors that influence the choice of automobile models of transnational corporations in China, puts forward the main automobile marketing models of transnational corporations in China and the impacts that the transnational corporations may have on the automobile marketing models of our country, and gives some conceptions on the development tendency of China's automobile marketing finally.