摘要：近几年来中国汽车市场的竞争日益激烈，国内自主品牌逐渐崛起、合资品牌占主导地位、豪华汽车品牌价格不断下探，使未来汽车市场的发展格局变得更为复杂。在国内机动车保有量每年都保持大幅度上升的情况下，荣威汽车作为一个近几年来发展形势良好的国内自主品牌也出现了销售增长率停滞的情况。因此荣威汽车公司必须分析目前情况，调整营销策略，把握好未来的发展形势。本文从市场营销的角度，对荣威汽车的发展现状和存在的问题进行分析，在此基础上提出调整和改进其营销策略的对策建议。

关键词：营销策略  自主品牌  品牌价值  市场竞争力

Abstract: In recent years, the competition of China's auto market increasing fiercely, the self-brand cars in China start to show the competitive power , the joint ventures still at the leading position，the prices of luxury car brands continue to go down, all of which will make the automotive market become more complex. Under the circumstance that the car parc in China increasing strongly every year，Roewe auto as one of the achieving self-brand cars of China appeared to have a stalled growth. Roewe auto has to analyze its current situation, make adjustment of marketing strategy, in order to hold the auto market development in future. From the view of the marketing, this article makes an all-round analysis on the development status and problems of Roewe auto, and gives suggestions to adjust and improve its marketing strategy on this basis.

Key words：marketing strategy  self-brand  brand value  market competitive power