我国汽车营销渠道现状分析及发展前景研究

Present Situation of Automobile Marketing Channel in China and Prospects for Development

通过对我国汽车营销渠道现状的调查分析,发现消费者除了传统的购车渠道外,已经开始尝试通过车展、网络、商业活动等新型的汽车营销渠道购车。可以预见,未来我国汽车营销渠道会向着汽车大卖场、"4S"店、网络营销、特色商业活动营销、个性化定制等更便捷、更多元化的方向发展。

The paper analyzes the present situation of China＇s automobile marketing channel and finds that besides traditional car purchasing channel, consumers have tried other channels including auto show and network and business promotion, etc.. It is predicted that in the future, the channel will be extended to the car hypermarket,＂4S＂ shop, network, business promotion as well as customized channel.