本文選題：汽車產(chǎn)業(yè) + 自主品牌��； 參考：《吉林大學》2009年碩士論文

【摘要】： 品牌戰(zhàn)略是現(xiàn)代企業(yè)發(fā)展戰(zhàn)略中最重要的內(nèi)容之一,是一個企業(yè)能否獲得快速發(fā)展并在市場中取得優(yōu)勢地位的重要因素。一汽集團是中國最大的汽車生產(chǎn)企業(yè)之一,是新中國汽車工業(yè)的搖籃,其“解放”、“紅旗”等品牌具有悠久的歷史,但是隨著汽車市場的發(fā)展,一汽集團的自主品牌產(chǎn)品的市場競爭力和對集團公司的利潤貢獻度正呈現(xiàn)下降趨勢,這已成為一汽集團提升企業(yè)實力的最亟待解決的問題。 2008年以來的世界性的經(jīng)濟危機對全球汽車產(chǎn)業(yè)造成了巨大的影響,汽車產(chǎn)業(yè)格局發(fā)生了重大變化,同時,中國汽車市場卻異常的迅速成長,到2009年10月,全國汽車產(chǎn)量已達1000萬輛,這是中國汽車產(chǎn)業(yè)千載難逢的重大機遇,也為一汽集團推進自主品牌戰(zhàn)略提供了歷史機遇和外部條件。 本文通過對一汽集團推進自主品牌戰(zhàn)略的外部環(huán)境、內(nèi)部條件已經(jīng)SWOT分析,歸納、總結(jié)了一汽集團推進自主品牌戰(zhàn)略的優(yōu)勢、劣勢、機會和威脅,有針對性的制定了相應(yīng)的自主品牌發(fā)展策略,并從自主品牌戰(zhàn)略實施的幾個方面,詳細論述了一汽集團自主推進自主品牌戰(zhàn)略過程中需要著手解決的問題。
[Abstract]:Brand strategy is one of the most important contents in modern enterprise development strategy. It is also an important factor whether an enterprise can obtain rapid development and gain an advantage position in the market. FAW Group is one of the largest automobile manufacturers in China and the cradle of new China's automobile industry. Its "liberation" and "Red Flag" brands have a long history, but with the development of the automobile market, The market competitiveness and profit contribution of FAW Group's independent brand products are declining, which has become the most urgent problem for FAW Group to enhance the strength of enterprises. Since 2008, the global economic crisis has had a great impact on the global automobile industry. The pattern of the automobile industry has changed significantly, while the Chinese auto market has grown unusually rapidly, until October 2009. China's automobile production has reached 10 million vehicles, which is an important opportunity for China's automobile industry, and also provides historical opportunities and external conditions for FAW Group to promote its own brand strategy. Based on the external environment of FAW Group's promotion of its own brand strategy, the internal conditions have been analyzed by SWOT, and summarized the advantages, disadvantages, opportunities and threats of FAW Group's promotion of its own brand strategy. The corresponding independent brand development strategy is formulated, and from several aspects of the implementation of the independent brand strategy, the paper discusses in detail the problems that need to be solved in the process of independent promotion of the independent brand strategy of FAW Group.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：F426.471

【引證文獻】

相關(guān)期刊論文 前1條

1 李智鋒;肖倩楚;;基于“羊群效應(yīng)”對提高中國汽車品牌知名度的研究[J];長春師范學院學報;2012年02期

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本文編號：1813470