摘要
低碳经济的提出对我国自主品牌汽车宏观营销环境和微观营销环境都产生了影响。以SWOT为分析框架,可以看出,在低碳经济条件下我国自主品牌汽车企业营销具有一定的优势和发展机遇,同时在与其他品牌汽车的竞争中也有一定的劣势,面临着挑战。因此,应从推广绿色营销观念、重视低碳产品研发和塑造低碳品牌三个方面确立营销策略。
The proposal of a lowcarbon economy has an impact on the macro marketing environment and micro marketing environment of China＇ s own brand car. Under the SWOT analysis framework,it can be seen that in lowcarbon economy the marketing of China＇ s own brand car companies have certain advantages and opportunities for development, while being compared with other brands, they also have some disadvantages and face some challenges. Therefore, we should establish marketing strategy from the three aspects ： promote the concept of green marketing, put emphasis on the R＆D of lowcarbon products and build lowcarbon brand.
出处
《吉林省教育学院学报》
2012年第3期118-120,共3页
Journal of Jilin Provincial Institute of Education
基金
安徽省高校省级优秀青年人才基金项目"低碳经济下我国自主品牌汽车营销策略研究"阶段性成果(项目编号:2011SQRW201)
