汽车营销中的联合营销策略

传统的营销模式和策略已经不能担起保证汽车行业健康持续发展的重任,一种新型的品牌联合营销模式在汽车行业日渐兴起。正确遵循品牌联合营销的基本原则,即品牌匹配、资源共生、利益一致及机会均等的原则。并指出利用其他行业品牌优势进行联合营销、利用先入资深品牌影响力进行品牌联合及利用行业整体效应和竞争对手进行联合营销的具体的营销策略。

Joint Marketing Strategy in Automotive Market

The traditional marketing mode and strategies can't play an important role on automotive sustainable development anymore, a new brand-joint marketing mode is increasingly adopted in auto market. Brand-joint marketing strategy such as brand closely co-operated, source share, benefit obtained by both side and equal opportunity for each side is described in this paper, at the same time joint marketing strategies based on the other industry premium brand, best-known brand image and industry effectiveness are put forward in the paper.