国际汽车市场营销环境与企业竞争战略的新动向

New Trends of International Auto Market Sale Environment and Enterprise Competitive Strategy

企业营销环境是企业竞争战略制定和执行的基础。在新世纪即将来临之际,世界汽车生产企业的营销环境正在发生巨大的甚至是本质的变化。在传统竞争战略效果逐步降低或不明显的情况下,世界各大跨国汽车企业都纷纷采用了两种新的竞争战略,即品牌差别化战略和向下游扩张战略。这已经成为近期发展的热点。

Enterprise sale environment is the basis of laying down and carrying out enterprises' competitive strategy, At the approach of the new century, the sale environment of the auto manufacturing enterprises in the world has taken great changes. Under the conditions that the traditional competitive strategic effects are becoming lower and lower, the big transnational auto companies in the world are using different brands strategy and expanding down strategy. These two methods have become the key points in the coming few days.