本文選題：品牌戰(zhàn)略 + 企業(yè)�。� 參考：《重慶大學(xué)》2008年碩士論文

【摘要】： 在全球經(jīng)濟(jì)一體化進(jìn)程的日益推進(jìn)下,世界汽車工業(yè)巨頭紛紛加速進(jìn)入中國這個新興的市場,競爭日趨激烈,新的車型不斷涌現(xiàn),消費者的消費意識及價值觀也隨著發(fā)生巨變,市場競爭逐漸由原來的產(chǎn)品營銷演變成品牌營銷。重型汽車作為一種耐用消費品,由于其買入成本和使用成本相對都較高,品牌營銷更為重要。 本文從品牌營銷的核心理念入手,探討了品牌戰(zhàn)略在匯眾汽車營銷中的作用。在分析我國汽車企業(yè)的品牌理念和管理誤區(qū)的基礎(chǔ)上,認(rèn)為提高品牌意識,搞好品牌定位,塑造良好品牌形象,綜合運用多種競爭手段,是企業(yè)品牌營銷的必然選擇。 本文根據(jù)匯眾公司的企業(yè)文化及質(zhì)量管理創(chuàng)新戰(zhàn)略,結(jié)合匯眾公司的營銷現(xiàn)狀,探討出了一套運用于“匯眾牌”重型車品牌營銷的戰(zhàn)略,并在以成都為中心的銷售中進(jìn)行了實踐,取得了良好的效果。
[Abstract]:With the development of global economic integration, the world automobile industry giants have accelerated to enter the emerging market of China one after another. The competition is becoming more and more intense, the new models are constantly emerging, and the consumer's consumption consciousness and values have changed greatly. The market competition gradually evolves from the original product marketing to the brand marketing. As a kind of consumer durable goods, brand marketing is more important because of its relatively high cost of purchase and use. Starting with the core concept of brand marketing, this paper discusses the role of brand strategy in Huizhong automobile marketing. On the basis of analyzing the brand concept and management misunderstandings of automobile enterprises in our country, it is considered that it is the inevitable choice for enterprise brand marketing to improve brand awareness, make good brand positioning, shape good brand image and comprehensively use various competitive means. According to the innovation strategy of corporate culture and quality management of Huizhong Company and the current marketing situation of Huizhong Company, this paper discusses a set of strategies used in the brand marketing of Huizhong heavy truck. And in Chengdu as the center of the sales practice, achieved good results.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2008
【分類號】：F426.471;F274

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 張元萍;;品牌戰(zhàn)略知多少[J];經(jīng)濟(jì)管理;2000年02期

，

本文編號：1945532