论文标题:神龙汽车有限公司品牌战略研究
Study of DPCA"s Brand Strategy
论文作者 陈隆
论文导师 苗维亚,论文学位 硕士,论文专业 工商管理
论文单位 电子科技大学,点击次数 79,论文页数 93页File Size1545k
2004-05-01论文网 http://www.lw23.com/lunwen_758200937/ 品牌;战略;外部分析;命名;轿车市场
brand; strategy; external audit; naming; car market
神龙汽车有限公司（以下简称神龙公司），是中国东风汽车公司与法国PSA标致雪铁龙集团等股东合资兴建的轿车企业，早期引进雪铁龙的技术生产“神龙富康”品牌轿车。面对激烈的市场竞争，神龙公司的市场占有率不断下降。2002年，东风汽车公司与PSA标致雪铁龙集团提升合作层次，扩大合作范围。神龙公司将品牌调整为“东风雪铁龙”、“东风标致”，确立了打造“中国家轿第一品牌”的战略。“富康”成为“东风雪铁龙”的一个子品牌。本文运用战略管理的外部分析方法，考察神龙公司的市场环境，选取十个关键外部因素，对神龙公司的品牌战略进行分析。结论是：神龙公司目前的品牌战略对国内轿车市场的机会和威胁不能做出很出色的反应，可能无法遏制近年来市场占有率不断下降的趋势。在此基础上，本文提出神龙公司品牌战略的新构想：将“富康”品牌脱离出“东风雪铁龙”品牌体系，吸取雪铁龙和标致的技术，拓展其产品线的长度和宽度，打造“东风富康”品牌。这样的益处有：1.利用“富康”这一著名品牌迅速抢占10万元以下的经济型轿车市场。2.有益于市场细分，保持了“东风雪铁龙”、“东风标致”的中高端品牌形象。3.有利于神龙公司引进、吸收技术，形成自主开发能力，能够针对中国轿车市场研发合适的产品。品牌命名在品牌战略中有重要意义。本文从汉语语言学和心理学的角度，提出了中国轿车产品品牌命名的原则，对神龙公司的品牌名称进行分析，指出：“东风雪铁龙”和“东风标致”的品牌命名要与中国文化相融合。本文综合运用品牌管理、战略管理、市场营销等知识对神龙公司的品牌战略进行理论研究和实证研究，希望能对神龙公司的发展有所帮助，并希望本文能对国内轿车企业有参考价值。
DongFeng Peugeot Citroen Automobile Company, LTD (DPCA) is a joint venture car enterprise, which was constructed by DongFeng Automobile Company Of China and PSA Peugeot Citroen Group Of France and some other stockholders. Early, DPCA manufactured the brand saloon car-“ShenLong FuKang” by introducing into the technology of Citroen’s production.In the face of drastic market competition, DPCA’s market occupancy percentage has been declining continually. In 2002, DongFeng Automobile Company and PSA Peugeot Citroen Group together upgraded the cooperative administrative levels and expanded the cooperative scope. DPCA has adjusted the brand to “DongFeng Citroen” and “DongFeng Peugeot” and in addition established the strategy of setting up “the first brand saloon car for home in China”. “FuKang” has become an accessorial brand of “DongFeng Citroen”.The dissertation applies external audit method of strategy management, investigates market circumstances of DPCA and selects ten pivotal external factors to analyse the brand strategy of DPCA. The educible conclusion is：the actual brand strategy of DPCA can’t make excellent response to the opportunity and threat of internal car market; therefore, DPCA is in all probability incapable of keeping within limits the continual downtrend of the market occupancy percentage in recent years. Basing upon the above facts, the dissertation brings forward a new conception on the brand strategy of DPCA, that divorce the brand “FuKang” from the brand system of “DongFeng Citroen”, assimilate the technology of Citroen and Peugeot’s production, extend the length and width of the products line，and set up the brand “DongFeng FuKang”. There will be some benefits: First, it can make use of the well-known brand “FuKang” to occupy the economical saloon car market of below one hundred thousand Yuan fleetly. Secondly, it will be benefit to fractionize the market; accordingly DPCA will retain the secondary and slap-up brand figure of “DongFeng Citroen” and “DongFeng Peugeot”. Thirdly, it will be in favor of fetching in and drawing on technology, consequently DPCA will form independent exploitive ability and be capable of aiming at car market of China to develop appropriate products.Brand naming has important significance in brand strategy. From the point of view of Chinese linguistics and psychology, the dissertation puts forward the principles of brand naming of car product in China and analyses the brand naming of DPCA, pointing out that the brand naming of “DongFeng Citroen” and “DongFeng Peugeot” should be inosculated with the culture of China.The dissertation synthesizes the knowledge of brand management, strategy management and principles of marketing to do theoretic research and demonstrable research about the brand strategy of DPCA. Hope that the dissertation will be somewhat helpful in the development of DPCA and also offer more or less useful reference to internal car enterprises.
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