摘要：
21世纪是我国汽车工业即将飞速发展的时代，我国汽车企业正面临一个充满机遇和挑战的市场营销竞争新时代。随着国际上知名的“6+3”汽车集团全部进入我国，国内汽车市场营销环境也随之发生重大变化，传统的市场营销将面临全新的挑战。面临这样的新环境，我国汽车企业要想在激烈的市场竞争中提升其竞争力，其关键在于企业在营销管理上必须完成一个重要的转变，即由传统营销转向战略营销。
本文首先围绕着品牌战略的内涵、目标和特征进行了理论性分析，并进一步提出了品牌战略的理论研究模型一品牌战略的阶段模型。从我国汽车经销企业历史发展阶段、汽车经销企业品牌战略实践中的主要问题两个方面讲述了我国汽车经销企业的品牌战略实践，并指出了我国汽车经销企业的未来发展趋势，以及实施品牌战略对汽车经销企业发展的长远意义。充分运用品牌战略阶段模型，对汽车经销企业在品牌定位、品牌塑造、品牌评价以及品牌发展四个阶段的实施策略进行了分析和研究，并且还在每一个阶段都建立了相应的策略模型。在结束语部分，本文对汽车经销企业的品牌战略作了进一步的思考，提出无论是在实施品牌战略的重要细节，还是在企业内部配套机制的建设方面，都还需要我们做更加深入的分析和研究。
关键字：汽车经销企业 品牌 品牌战略 实施策略
Abstract：
The 21st century is an era that the auto industry of our country will develop
quickly, automobile enterprises of our country will be facing a new marketing environment which is full of opportunity and challenge. With the world famous " 6+3"automobile groups all enter our country, the marketing environment of domestic automobile will change greatly, and the traditional marketing will face the brand-new challenge. Facing such a new environment, automobile enterprises of our country must finish an important transition in marketing management if they want to promote its competitive ability in the fierce market competition, namely turn from traditional marketing to strategic marketing.
In chapter tow, on the basic of the analysis of various theories on brand definition, we make the brand defined by the introduction of brand essence model. And then, this chapter analyses the characters and operations of brand, so as to enhance consumers' understand and perception. Around with brand strategy's inherent meaning, object and characters, it takes a theoretical analysis, and further it gives a theoretical research model about brand strategy----the phase model of brand strategy. Mainly, the chapter three tells the brand strategy practices of automobile sales companies in our country from two aspects, which the one is the companies' historic development phases, and the other is the main problem encountered by companies in strategic practices. And then also indicates the future development tendency of automobile sales companies and the futuresignificance to exert brand strategy. By using brand strategy model, it gives deep analysis and study on brand positioning, brand establishing, brand evaluating and brand developing in an automobile sales business, and also make corresponding tactic models respectively. In epilogue, the paper shows more deep thoughts about brand strategy and suggests that deeper analysis and research are needed not only in details of strategy implement but also in structuring corporate internal management mechanism.www.eeping.com 论文网在线
Keywords：automobile sales company brand
brand strategy implementing tactics
中国的汽车工业发展到现在目前已经到了不得不引起重视的时候，据调查显示，目前中国汽车业中国有品牌在市场中的分额不到进口汽车的一半，到底是什么因素影响了国产汽车的发展呢？这个问题值得我们去深思考。为了引出我国汽车发展战略的构想，我们先从我国汽车工业发展的现状来分析。
一、我国汽车工业发展现状及发展趋势
1.1我国汽车业发展现状分析
1.产业大而不强、实力较弱
我国虽己成为世界汽车生产大国，但并不是强国。2004年全国汽车产业各
企业拥有资产总计超过1万亿元，汽车工业总产值达到11000多亿元。但是目前
我国全部整车企业产量之和只相当于国际汽车巨头“6+3”集团中的一个企业的
规模，而这其中还包括了近四成的资产与超过五成的利润为“6+3”汽车集团所
有。就产量与整车企业态势而言，我国目前的汽车产业发展状况与1924年的美
国汽车产业颇为相似，而不同的是当时的美国汽车产业全部是由美国企业构成
的，而我国汽车产业中则包含了50%左右的合资企业。
2.跨国汽车公司对我国汽车业的影响
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