中国的汽车营销是在20世纪90年代初期物资流通体制改革之后发展起来的。加入WTO后,中国汽车行业的营销格局得以快速形成,但是从总体上看,营销的水平还不是很高。近来,国内一些汽车厂家顺应市场变化的趋势,在营销策略和手段上进行了大胆的创新,推出了诸如会展营销、时尚营销、文化营销、体验营销等各种营销模式。 China’s automobile marketing was developed after the reform of the circulation system of materials in the early 1990s. After joining WTO, the marketing pattern of China’s automobile industry can be rapidly formed, but on the whole, the marketing level is not very high. Recently, some domestic automobile manufacturers conform to the trend of market changes, made bold innovations in marketing strategies and measures, and introduced various marketing modes such as convention and exhibition marketing, fashion marketing, cultural marketing and experiential marketing.