| 当前国内汽车营销策略重构探析 |
| |
| 引用本文： | 胡海侠.当前国内汽车营销策略重构探析[J].苏州教育学院学报,2012,29(6):62-65. |
| |
| 作者姓名： | 胡海侠 |
| |
| 作者单位： | 苏州工业职业技术学院经贸管理系,江苏苏州,215104 |
| |
| 摘 要： | 目前国内汽车市场正进入“后市场”竞争时代，原有的4S销售模式和营销策略已经有所滞后，急需引入整合营销传播的管理理念和4V新型营销策略，深化服务营销，扩充营销模式和服务内涵，体现差异化营销，充分挖掘产品和服务功能，增加附加值，并加速完善信息化和营销人才培养机制，以适应新市场趋势的需求。
|
| 关 键 词： | 汽车 营销 模式 服务 |
An Analysis of the Reconstruction of China's Current Automobile Marketing Strategy |
| |
| Authors: | HU Hai-xia |
| |
| Institution: | HU Hai-xia(Department of Business Management,Suzhou Institute of Industrial Technology,Suzhou 215104,China) |
| |
| Abstract: | China＇s automobile market is now showing the competition of a ＂post-market＂, which means that the past 4S sales mode and marketing strategy is lagging behind the current situation and there is an imperative need to introduce the management concept of integrated marketing communication and the new 4V marketing strategy. The new approaches require intensive service marketing, enriched marketing modes and service items and differentiated marketing methods. The new approaches also call for the full exploitation of products and services, the increased value for money and the rapid improvement of informationization and marketing talent training. Only in this way can the new market trends be met. |
| |
| Keywords: | automobile marketing modes service |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ |
