跨国公司在华汽车营销模式研析

Analysis of Automobile Marketing Models of Multinational Companies in China

在全球经济持续低迷的背景下,我国经济占全球份额依旧稳步提升,据统计2021年我国经济占世界经济比重达到18.5%,而这一背景下跨国公司也纷纷进入中国市场,尤其是我国人口数量庞大,汽车消费市场广阔,在华汽车销售模式日益丰富,旨在通过控制销售渠道,打开中国市场,并与国产汽车企业争夺市场份额,该背景下对跨国公司在华汽车营销研究有着重要意义,能够为我国汽车企业优化管理模式带来有效参考。本文从跨国公司在华汽车营销模式选择影响因素入手,讨论汽车营销渠道模式的类型,提出我国汽车营销渠道优化建议,希望对相关研究带来帮助。

In the context of the continuous downturn in the global economy, China’s economy still accounts for a steady increase in the global share. According to statistics, China’s economy accounted for 18.5% of the world economy in 2021, and in this context multinational companies have also entered the Chinese market. Especially as China’s large population, automobile consumption market is broad, and the automobile sales model in China is increasingly rich. Multinational companies aim to open up the Chinese market by controlling sales channels, and compete for market share with domestic automobile enterprises. This background is of great significance to the research of automobile marketing of multinational companies in China, and can bring effective reference for the optimization of management mode of Chinese automobile enterprises. Starting from the influencing factors of the selection of automobile marketing models of multinational companies in China, this paper discusses the types of automobile marketing channel models, and puts forward suggestions for the optimization of automobile marketing channels in China, hoping to bring help to related research.