發(fā)布時間：2018-04-12 06:25

  本文選題：寶鋼 + 汽車板　； 參考：《上海交通大學》2009年碩士論文

【摘要】： 在紛繁復雜的世界,品牌有效地使產品和服務差異化,降低購買的風險和復雜性,并傳播產品或服務所能夠提供的利益,培養(yǎng)情感,建立信任。過去對品牌比較重視的往往是從事消費品領域的企業(yè)。因為消費品行業(yè)的客戶分布面廣,客戶對產品和技術指標信息了解不多,決策常常無法做到非常理性,因此企業(yè)可以通過品牌以比較高的效率來傳遞信息、引導消費者。但是在工業(yè)品市場,面對的最終客戶是企業(yè),客戶數量也非常少,對產品的質量、技術指標、價格行情等非常熟悉,對企業(yè)的交貨期、服務、能否長期供貨等內部情況也非常了解,在購買過程中決策非常理性,品牌能夠傳遞的信息非常有限,因此品牌似乎并不是十分重要的,學術界對工業(yè)產品品牌的研究也不是很多。 根據作者在單位的多年的工作經驗,事實上,在工業(yè)品市場上,品牌資產比在消費品市場上更加重要,同質化產品和個性化需求之間越來越尖銳的矛盾預示著未來的營銷之戰(zhàn)將是品牌之戰(zhàn),是為獲得品牌主導地位而進行的戰(zhàn)爭,這也是作者開展寶鋼汽車板品牌研究的出發(fā)點和立足點。 本論文主要是結合國際上比較成熟的工業(yè)品品牌理論、國內汽車行業(yè)的發(fā)展階段和寶鋼汽車板的具體實踐,通過對國內汽車用戶和汽車板市場的分析,以品牌理論為指導,并應用聯(lián)合分析(Conjoint Analysis)方法,對寶鋼汽車板品牌做了具體研究,明確寶鋼汽車板的客戶需求、細分客戶類別、重點客戶群,制定了了寶鋼汽車板品牌定位、價值、特質、戰(zhàn)略,并研究了品牌宣傳和溝通的策略和措施,以強化用戶對寶鋼汽車板品牌的理解和掌握,進而根據以上的研究,認真思考了工業(yè)品品牌管理的未來前景和發(fā)展展望。 希望本論文能夠有效指導工業(yè)品品牌的營銷實踐,引領寶鋼汽車板乃至中國鋼鐵企業(yè)品牌發(fā)展,在國際市場上獲得更大的競爭優(yōu)勢。
[Abstract]:In a complex world, brands can effectively differentiate products and services, reduce the risk and complexity of buying, and spread the benefits that products or services can offer, cultivate emotions, and build trust.In the past, more attention to the brand is often engaged in the field of consumer goods enterprises.Because of the wide distribution of customers in the consumer goods industry, the customers do not know much about the product and technical indicators, and the decision-making is often unable to be very rational, enterprises can pass the information through the brand with high efficiency to guide consumers.However, in the industrial products market, the final customers are the enterprises, and the number of customers is very small. They are very familiar with the quality of products, technical indicators, price quotes, and so on. They are very familiar with the delivery time and service of the enterprises.Internal situations such as long-term availability are well understood, decisions are very rational in the purchase process and the information that brands can deliver is very limited, so brands do not seem to be very important.The academic circles to the industrial product brand research is also not many.In fact, brand equity is more important in the industrial market than in the consumer goods market, according to the author's many years of work experience in the unit.The increasingly sharp contradiction between homogenized products and personalized needs indicates that the future marketing war will be a battle for brands, a war for brand dominance.This is also the starting point and foothold of the research of Baosteel automobile plate brand.This paper mainly combines the international mature industrial product brand theory, the domestic automobile industry development stage and the Baosteel automobile plate concrete practice, through the analysis to the domestic automobile user and the automobile plate market, takes the brand theory as the instruction.Using the method of joint analysis, this paper makes a concrete study on the automobile plate brand of Baosteel, clarifies the customer demand, subdivides the customer category, and establishes the brand positioning, value, characteristics and strategy of Baosteel automotive plate brand.The strategies and measures of brand propaganda and communication are studied in order to strengthen the users' understanding and mastery of Baosteel automobile plate brand. According to the above research, the future prospects and development prospects of industrial brand management are seriously considered.It is hoped that this paper can effectively guide the marketing practice of industrial brand, lead Baosteel automobile plate and even Chinese iron and steel enterprise brand to develop, and gain greater competitive advantage in the international market.
【學位授予單位】：上海交通大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：U465.11;F273.2

【引證文獻】

相關碩士學位論文 前2條

1 崔衛(wèi)中;基于顧客滿意的產品危機預警機制研究[D];天津大學;2010年

2 方芳;基于低碳經濟及產業(yè)結構調整的TBS公司汽車板營銷策略研究[D];天津大學;2011年

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本文編號：1738547