摘要:随着中国经济飞速发展。被称做朝阳产业的中国汽车租赁业有其发展的必然性，但在经历了十几年的发展后。并未呈现出欣欣向荣的景象。发展速度缓慢。通过分析我国汽车租赁业的现状，显示我国汽车租赁业存在经营风险较大、相关法律法规缺失、监管部门管理无序、恶性竞争等问题；促进我国汽车租赁行业。

　　　发展的若干措施为完善法律法规、提高控制企业经营风险能力、开发新业务、更新管理模式等。发展壮大经营性汽车租赁是履行入世承诺的需要，也是汽车产业发展的需要。因此，我国需要提高对汽车租赁的认知度，建立跨地区乃至全国的汽车租赁网络，拓宽发展渠道，整合营销分析，消除资金瓶颈，建立全国性行业协会，促进汽车租赁行业健康发展。

　　　本课题重点探讨了重庆汽车租赁行业的整体的运行情况，并对未来重庆汽车租赁行业的发展趋势和前景进行分析和预测。

　　　本论文围绕汽车租赁整合营销这一营销新概念做了详尽的阐述，从理论与实践的结合上进行讨论。本文的重心是对汽车租赁整合营销传播的分析，从产品的定位（包括市场定位和品牌定位），广告的诉求和表现，媒体选择，以及其一直致力的公关推广几个方面分别做了详尽分析。在文章最后，针对重庆目前的汽车租赁企业提出了几条要求。

关键词： 重庆   汽车租赁   整合营销

Abstract:With China's rapid economic development. Sunrise industry of China called the car rental industry has the inevitability of its development, but experienced after ten years of development. Not showing a thriving scene. Slow pace of development. By analyzing the status of the car rental industry, showing the presence of the car rental industry operating risk, lack of relevant laws and regulations, regulatory management disorderly, vicious competition and other issues; promoting China's car rental industry.

　　　Development of a number of measures to improve laws and regulations, improve the control of business risks, develop new business, update management mode. Development and growth of operating car rental is to fulfill the needs of its WTO commitments, the automotive industry needs. Therefore, our need to raise awareness of the car rental, the establishment of regional and even national car rental network, expand the channels, integrated marketing analysis, eliminating the bottleneck of funds, the establishment of a national industry association, to promote the healthy development of the car rental industry.

Keywords: car rental market integrated marketing