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营销背景:中国汽车工业协会的统计数据显示,2010年中国汽车产销量双双突破1800万辆,不仅蝉联世界第一,且创全球历史新高。去年底,北京市出台了汽车限购令,从另一个侧面反映出:中国大中城市的汽车承载的饱和度已达高峰。限购令的推出,使中国汽车市场提前步入成熟期,对营销者来说,不但提高了激发初次或二次购车者的营销复杂度,更加速了营销渠道的整合多元化与对营销效果的精准评估。
Marketing Background: According to statistics from China Association of Automobile Manufacturers, the production and sales of automobiles in China both exceeded 18 million in 2010, not only ranking the first in the world but also setting a new record high in the world. Late last year, Beijing issued a car purchase order, from another side reflects: China’s large and medium-sized cities car saturation has reached its peak. The introduction of the purchase order, the Chinese auto market advanced into maturity ahead of marketers, not only to stimulate the marketing of the first or second car buyers to stimulate the complexity of the more rapid integration of marketing channels diversification and marketing effectiveness Precise evaluation.