Study On Marketing Function Positioning Of Automobile Manufacturing Enterprise Group Based On Theory Of Customer Value

As China has already joined WTO, with the gradually opening car industrial policy, Chinese car manufacturing enterprise group will race with international car manufacturers on the same stage. Not only car products and technology face the unprecedented challenge, but also the management of every large car manufacturing company needs to rise to a new level to face the harsh challenge either. The auto industry policy" exchanging market for technology " makes the relevant car manufacturing company obtain certain achievement strategically in management mode of marketing and mechanism. But as development at full speed in car industry, every large car manufacturing company set up the enterprise group, and has set up corresponding or wholly-owned or controlling or participating shares company around the single car brand, Because of scattering of the property right , make every large car manufacturing enterprise group company present the question of centralization or fraction of state power too in marketing function. Therefore derive it to the problem of how to make a positioning of marketing function on two aspects of enterprise group companies and brand companies.The thesis selected marketing functional position of car manufacturing enterprise group as the research object, attempt to research the problem of marketing management of the enterprise group from the customer terminally ,with customer value theory, combined marketing management real work of First Automobile Group company (FAGC), propose improvement imagine to marketing functional positioning of FAGC.The thesis is divided into five parts altogether, i.e.: Foreword , customer value theory and relevant concepts of car manufacturing enterprise group, necessity of studying on marketing functional positioning...