我国汽车自主品牌的营销策略分析

Marketing Strategies of Domestic Self-owned Auto Brands

自上个世纪50年代一汽创立以来,我国汽车产业已经有半个多世纪的发展历程。近年来,我国汽车自主品牌因其性价比高倍受消费者的青睐,发展势头迅猛。自主品牌企业也不负重望,不断进行技术创新,不断加强产品品质,以尽量缩小和外资品牌的差距。在自主品牌企业苦修内功的同时,消费者对自主品牌的偏见依旧存在,尤其在中档车市场上,消费者还没有完全接受该品牌。本文拟从市场营销的角度分析我国汽车自主品牌的品牌发展落后的原因,并给出相应的营销对策及建议。

The auto industry in China has weathered lots of storms for nearly fifty years since FAW was founded in 1950s. These years, China＇s self-owned brands in auto market are highly focused and warmly welcomed by hundreds of thousands of consumers, with unimaginable momentum for development. And the auto companies do not fail consumers＇ expectation： they try their best to make innovation in their technologies from time to time and upgrade the quality of their products in the hope of lessen the disparity between domestic brands and foreign brands. However, it is still obvious that quite many a consumer has bias in foreign brands, lacking confidence in cars of the self-owned brands, especially in those vehicles of medium grade. Looking into what lead domestic self-owned brands to lag behind in auto market from the perspective of marketing, the author recommends certain marketing strategies in the end.