随着我国国民经济迅速发展和居民收入水平的提高,中国即将进入以轿车消费为主要构成的汽车消费时代。节能型经济轿车将越来越收到关注,将会成为轿车市场的主流,然而目前,不论从国家政策方面,还是消费者心理方面,都存在一定的问题,这其中包括汽车购买阶段的政策、保有阶段的政策、使用阶段的政策相关问题,以及限制小排量汽车的歧视性政策等问题。针对目前存在的问题,经济型家用轿车的营销,在产品策略调整上,应建立汽车产品的整体概念及产品组合策略,在价格策略调整上,采取灵活多变的定价技巧,使企业更有效地实现营销目标。 With the rapid development of our national economy and the improvement of resident income level, China is about to enter the era of car consumption with car consumption as the main component. Energy-saving economy car will receive more and more attention, will become the mainstream of car market, however, at present, both in national policy and consumer psychology, there are some problems, including the car purchase phase of the policy, Holding phase of the policy, the phase of the policy-related issues, as well as restrictions on small cars, discriminatory policies and other issues. In view of the existing problems, in the marketing of economical family cars, the overall concept and product portfolio strategy of automobile products should be established in the adjustment of product strategies. In price strategy adjustment, flexible pricing techniques should be adopted to make the enterprises more effective Achieve marketing goals.