通用在中国汽车市场的营销策略研究

通用在中国汽车市场的营销策略研究(18000字)
摘 要：作为全球最大的汽车公司之一的通用汽车，其历史可追溯到1908年。 通用汽车进入中国已超过80年，在中国汽车市场的“多品牌战略”也为其赢得了消费者的信赖和支持，享有极高的美誉度、知名度。通用汽车已在中国建立了十家合资企业，在中国进口、生产和销售别克、雪佛兰、凯迪拉克、欧宝、五菱、解放等品牌的系列产品，所提供的产品系列之丰富位居所有在华跨国汽车企业之首，涵盖中高档轿车、多功能旅行车、紧凑型轿车、微型车和轻型卡车等。通用汽车在中国的发展愿景是：携手战略合作伙伴，致力于成为中国汽车工业的最佳参与者和支持者。
关键词：通用；汽车制造；中国市场；营销策略；

Research on Chinese Marketing Channel Strategy of GM
Abstract: General Motors Corporation is one of the world's largest car company, dating back to 1908. GM into China has more than 80 years in China's automobile market, the "more brand strategy" for the consumers won the trust and support, enjoy high reputation and popularity. General motors has in China, established ten joint venture, in China imports, production and sales Chevrolet, Cadillac, buick, WuLing opel, other brand, liberation of series of products, offer products series in the rich in transnational auto enterprise all the high-grade car, multi-function, covers station wagon, compact cars, mini and light trucks and so on.GM in China's development vision is: strategic partners hand in hand, is committed to be China auto industry's best players and supporters.
Key words: General; automobile manufacturing; China; marketing strategy