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步入21世纪以来,随着人们收入水平及消费水平的不断提高,民用汽车的保有量持续不断地增加,其中私人汽车的增长趋势尤为明显,私人汽车已经快速地进入了普通收入群众的家庭,也正在改变着我们的生活。本篇文章主要针对东风日产汽车在华销售的数据进行基本面数据的分析,通过文献阅读和总结经验的方法,发现日系车在华营销中的确存在的问题,针对这些存在问题提出了营销策略。在当前竞争激烈的背景下,得当的营销策略会使得事半功倍,通过对日系车在华营销战略研究,可以为我国企业提供类似的建议。
Since the 21st century, with the continuous improvement of people’s income level and consumption level, the ownership of civilian vehicles has been continuously increasing. Among them, the growth trend of private cars is especially obvious. Private cars have quickly entered the families of ordinary income-earning people, It is also changing our lives. This article mainly analyzes the fundamentals data of the sales data of Dongfeng Nissan Motor in China. Through reading the literature and summing up the experience, it finds the problems that the Japanese cars are in the marketing of China and puts forward the marketing strategies according to the existing problems. In the current highly competitive background, the appropriate marketing strategy will make it more effective, through the Japanese car marketing strategy in China, China’s enterprises can provide similar recommendations.