论文标题:长丰汽车股份有限公司品牌营销策略研究
Study on Brand Marketing Strategy of Changfeng Car Co.,Ldt
论文作者 钟表
论文导师 曾德明,论文学位 硕士,论文专业 工商管理
论文单位 湖南大学,点击次数 240,论文页数 63页File Size3012k
2005-04-20论文网 http://www.lw23.com/lunwen_3935982/ 长丰汽车公司;猎豹品牌;品牌营销;越野车
Changfeng Car Co. Ltd; Liebao brand; brand strategy; SUV
随着全球经济一体化和我国加入世贸组织,国内汽车市场呈现出激烈的竞争格局,品牌竞争已成为市场竞争的主流形式。汽车制造企业要想在国内外知名品牌云集的竞争大战中争得一席之地,就必须打造自己的强势品牌,根据企业的发展战略,理性选择品牌竞争的实施策略,加强品牌管理,以品牌参与竞争,以品牌赢得竞争。 长丰汽车公司作为国内SUV市场上的主导企业,如何应对竞争环境的变化,通过制定科学合理的品牌营销战略来确保企业的持续稳定发展是一个亟待解决的问题。因此,需要在深入研究、探讨汽车品牌竞争的特殊规律的基础上,结合SUV市场特征和营销战略模式来制定猎豹品牌营销战略及其实施的策略。 本论文一共分为四个部分。 第一章,绪论。主要介绍长丰汽车公司的发展历程、经营现状和发展的战略目标,并对公司近年来成功打造的两个主要品牌(猎豹“黑金刚”和猎豹“飞腾”)营销实践进行总结,指出创新品牌营销战略是长丰汽车公司的必然选择。 第二章,国内越野车市场发展的宏观分析。从国内汽车工业及其汽车消费市场发展的宏观角度,以及国内越野车市场发展的宏观角度,来分析国内越野车消费需求的变化,为长丰汽车公司的品牌营销战略研究奠定基础。 第三章,长丰汽车公司的主要竞争对手分析。通过对国内越野车市场的深入分析,研判越野车市场竞争的格局,着重分析长丰汽车公司的主要竞争品牌,提出国内越野车市场品牌竞争的趋势及制定品牌营销策略的创新点。 第四章,长丰汽车公司的品牌营销策略。通过深入探讨长丰汽车公司品牌营销理念的构建,提出了品牌营销策略中的品牌定位、服务营销和品牌文化建设等三个核心部分内容,旨在提升猎豹品牌的竞争力及其品牌附加值。 论文在对长丰汽车公司的经营现状、发展目标、主要品牌的营销策略进行总结归纳的基础上,结合国内SUV市场的详尽分析,借鉴国际汽车工业发展的规律和先进经验,运用品牌战略管理等理论与方法,讨论了猎豹品牌营销策略制定的理论依据、方法和具体内容,得出了一些有重要参考价值的结论。
With the globalization of economy and the China"s entering into the WTO, an Incredibly intensive competition pattern of the domestic automobile market emerging and the competition of the famous brand names internationally ,the automobile producers have to build up substantial brand names and select implemental tactics rationally of the competition in brand names according to the corporation strategy. Then the company anticipate and win the competition for brand names finally while then enhancing managing the brand.As a dominant enterprise of the domestic SUV market, ChangFeng Motor Co,Ltd.facing the changeable environment desiderates an how to insure the stable and sustainable development through formulating the reasonable scientific strategy of brand names marketing. So strategy for the brand names marketing of LieBao and the tactics to implement it should be formulated combining the characteristics of the market and the patterns of the marketing strategy on the base of deeply researching and discussion of the specific principles about the competition of brand names of automobiles.The dissertation consists of four parts with the following thoughts and contents:It mainly presents the evolution, operational situation and strategic purposes of the ChangFeng Motor Co,Ltd., then summarizes the marketing practice of the main two successful brand names(LieBao HeiJingGang and LieBao FeiTeng) and points out that it was inevitable for ChangFeng Motoe to innovate the strategy of brand names marketing.The macro-analysis of the marketing development of the cross country car in China.lt analysises the change of the consumption demand of the cross country car establishing the foundation for the research of the marketing of brand name in ChangFeng Motor through the macro-point of view of the market of the automobile industry, the consumption and the cross country car development in China.The analysis of the main competitiors of ChangFeng Motor Co,Ltd. It forecasts the patterns of the market competition of the cross country cars through the deep analysis of the domestic market. Trends of the brand names competition of the cross country car market in China and the innovation of formulation the strategy of brand names marketing are put forward focusing on the main competitive brand names of ChangFeng Motor.The strategy of the marketing of brand names in ChangFeng Motor. Three core contents consists of the brand position, service marketing and the brand culture
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