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随着我国汽车行业的迅猛发展,汽车产品和品牌日益丰富,客户需求也日益提高,我国汽车产业的格局发生了巨大的变化。目前,我国汽车营销正处于“大洗牌”的时期,在这一时期中,为了寻求发展,很多汽车企业都引入了市场营销中广为流传的4C理论。但是随着这一理论的广泛引用,很多内容已经不适用于当今汽车营销的发展。因此,需要对这一理论进行完善。在这一背景下,笔者提出了汽车营销的6C模型。
With the rapid development of China’s automobile industry, automobile products and brands are increasingly rich, and customer needs are also increasing day by day. The pattern of China’s automobile industry has undergone tremendous changes. At present, China’s automobile marketing is in the period of “big reshuffle”. In this period, in order to seek development, many automobile enterprises have introduced the 4C theory widely circulated in marketing. However, with the widely cited theory, much of it is not suitable for the development of automotive marketing today. Therefore, this theory needs to be perfected. In this context, I proposed a 6C model of car marketing.