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近年来,我国汽车运输企业发展迅速,汽车运输企业犹如雨后春笋一般成长起来。然而我国的汽车运输业起步较晚,与欧美发达国家相比还有一定的差距,尤其是加入WTO后,国外汽车运输企业进驻我国后,将对我国的汽车运输业带来严重的冲击。在复杂的竞争环境中,我国的汽车运输企业应该何去何从?这就要求我国的汽车运输企业要具备独特的市场营销战略,才能在这场博弈中赢得一席之地,才能更好地发展壮大。本文通过对我国汽车运输市场多方面的论证,在借鉴国外经验的前提下,取长补短,进而寻找出一条符合我国具体国情的市场营销战略之路。
In recent years, the rapid development of China’s automobile transport enterprises, automobile transport enterprises like springing up generally grow up. However, the automobile transportation industry in our country started relatively late, and still lags behind the developed countries in Europe and the United States. Especially after China’s accession to the WTO, the foreign automobile transportation enterprises stationed in our country will have a serious impact on China’s automobile transportation industry. In a complicated competitive environment, what should our country’s automobile transport enterprises go from here? This requires that our country’s automobile transport enterprises have unique marketing strategies in order to gain a better place in this game. Based on the multi-faceted argument of China’s automobile transportation market and based on the experience of other countries, this paper tries to find a marketing strategy that is in line with China’s specific national conditions.