【作者】 周波；

【导师】 黄静；

【作者基本信息】 武汉大学 ， 工商管理， 2005， 硕士

【摘要】 20世纪90年代以后,轿车产业全球化的趋势对包括中国在内的发展中国家的轿车产业发展和产业政策产生了深刻影响。中国作为经济正在崛起的一个世界人口大国,随着人民收入水平的持续提高和消费结构的升级,已经成为世界上最具潜力的新兴市场;改善消费环境将成为把公众对轿车的潜在需求转化成为现实需求、促进经济增长的重要举措。从本世纪初开始,中国就被描绘成“全球最大的,也是最后一块未被开垦的轿车市场”。 近年来,纵观我国轿车行业营销的发展,其中虽然出现了一些新的方法和手段,但真正的创新并不多,本文从营销管理和实践及服务营销的有关理论出发,结合我国轿车销售行业的实际情况,主要分析了中国轿车市场的特点和现状,对中国轿车市场营销与消费的趋势进行了预测,提出了发育我国轿车市场,使之保持持续健康稳定发展的对策。 本文第一章阐述了轿车销售管理和服务营销的相关理论;第二章主要分析了我国轿车市场环境特点,从经济环境和政治环境两个方面加以阐述;然后结合相关理论对我国轿车市场主体、产品结构、市场竞争、市场绩效等的现状问题加以研究;第三章,着重分析了我国轿车销售市场和消费市场目前面临的瓶颈及其原因,并预测了我国轿车销售行业的发展趋势;第四章中,主要针对前面预测的发展趋势,提出了保证我国轿车销售和消费市场稳健发展的行业对策和政策建议。更多还原

【Abstract】 After 1990s, Trend which the automobile industry globalizes have produced deep influence on development including China and industrial policy of automobile industry of developing countries . China as economy emerging one world large country in population, improving continuously with people income level and upgrading of consumption structure, has already become the most potential new developing market in the world. Improving consumption environment will be current demand of becoming, promote important action of economic growth the public potential demand in automobile to become. Since beginning of this century, China has been depicted as "It is the biggest and the last automobile market not cultivated in the world ".In recent years, making a general survey of the development of marketing of automobile trade of our country, though some new methods and means have appeared, but there is actually few real innovation, this text proceeds from relevant theories of marketing management and practicing and service marketing, combine the actual conditions of the automobile sale trade of our country, analyzing the characteristics and current situations of the Chinese automobile market mainly, predicting to Chinese automobile marketing and trend of consuming , putting forward the automobile market of our country of the development, to make it keep countermeasure of healthy steady development continuously.This paper discusses the theories of automobile sale management and service marketing in the first chapter; Chapter two analyses the environment characteristic of automobile market of our country mainly, explains from two respects of environment of the economic environment and political; Then combine the relevant current situation questions to main body, product structure, market competition, market performance of automobile market of our country; Chapter three, have analyzed the bottleneck that the automobile selling market of our country and consumer market face at present emphatically, and has predicted the development trend of the automobile sale trade of our country; Chapter four hit, to the development trend that is predicted above mainly, have put forward the automobile sale and trade countermeasure and policy recommendations of sane development of the consumer market of our country of guaranteeing .更多还原