吉利汽车品牌营销策略分析——以重庆4S店为例

2北京理工大学珠海学院 XXXX 届本科生毕业论文吉利汽车品牌营销策略分析—以重庆 4S店为例摘 要近两年，中国汽车消费市场有增量时代转入存量时代，汽车营销面临增长困境。一方面，汽车品牌接触点愈发碎片化，获客成本越来越高；另一方面，年轻消费势力崛起，新兴的消费习惯和需求不断涌现。在全新的市场环境下，汽车营销面临挑战，同时也迎来新的机遇。本文以吉利汽车品牌为例，从现阶段汽车市场的发展状况开始，研究吉利汽车营销的背景和意义并分析现阶段国内汽车市场的发展状况和重庆汽车市场的发展状况，再 SWOT 重庆吉利 4S 店的营销策略进行分析，最后对重庆吉利 4S店的营销策略和发展提出有效地、针对性地建议。关键词：汽车市场；营销策略；重庆 4S 店 3北京理工大学珠海学院 XXXX 届本科生毕业论文AbstractIn the past two years, China's automobile consumption market has changed from an incremental era to a stock era, and automobile marketing is facing a growing dilemma. On the one hand, the contact points of automobile brands are increasingly fragmented and the customer acquisition cost is higher and higher. On the other hand, with the rise of young consumers, new consumption habits and demands are emerging. In the new market environment, automobile marketing is facing challenges, but also ushered in new opportunities. Geely automobile brand, for example, this paper starting from the development of the car market at present stage, the research background and significance of geely automobile marketing and analysis of the development status of domestic car market at present stage and the development of chongqing automobile market situation, then using model analysis method for geely 4 s shop in chongqing were analyzed, and according to the domestic automobile market as well as chongqing, chongqing geely 4 s shop research 4北京理工大学珠海学院 XXXX 届本科生毕业论文analysis to the development of geely automobile brand effectively, targ...