一汽紅旗轎車自主品牌建設(shè)問題的研究
發(fā)布時間：2018-08-14 11:54
【摘要】： 隨著中國經(jīng)濟(jì)的發(fā)展,汽車進(jìn)入家庭,但中國人在選擇轎車的時候卻不會首選自主品牌轎車,中國是汽車消費(fèi)大國,汽車產(chǎn)業(yè)也已經(jīng)成為中國經(jīng)濟(jì)的支柱產(chǎn)業(yè),因此發(fā)展自主品牌轎車是中國經(jīng)濟(jì)發(fā)展的需要,紅旗作為中國轎車的典型代表,進(jìn)行品牌建設(shè)尤其重要。 品牌建設(shè)理念是汽車行業(yè)中最重要的指導(dǎo)思想。本文作者想通過品牌建設(shè)進(jìn)一步的提高紅旗轎車的市場競爭力。本文首先闡述了紅旗轎車的發(fā)展歷程,分析了紅旗品牌建設(shè)的迫切性。其次介紹了紅旗轎車在品牌建設(shè)過程中所遇到的機(jī)遇和面臨的挑戰(zhàn)。最后是本文分析問題和解決問題部分,本文針對紅旗轎車的市場定位,創(chuàng)新能力,產(chǎn)品品質(zhì),營銷方式及服務(wù)手段一一給出對策。品牌建設(shè)的目的在于幫助紅旗轎車進(jìn)一步提高顧客滿意度和忠誠度,提高紅旗轎車的市場競爭力,增加更多的市場份額,建立持久的競爭優(yōu)勢,以在激烈的汽車行業(yè)競爭中取勝。
[Abstract]:With the development of China's economy, cars enter the family, but Chinese people do not choose their own brand cars when choosing sedan. China is a big automobile consuming country, and the automobile industry has also become a pillar industry of the Chinese economy. Therefore, the development of independent brand cars is the need of China's economic development, red flag as a typical representative of Chinese cars, brand building is particularly important. Brand building idea is the most important guiding ideology in automobile industry. The author of this paper wants to further improve the market competitiveness of Hongqi sedan through brand building. This article first elaborated the red flag car development course, analyzed the red flag brand construction urgency. Secondly, the paper introduces the opportunity and challenge of Red Flag car in the process of brand building. The last part is the analysis of the problem and the solution of the problem. This paper gives the countermeasures for the market orientation, innovation ability, product quality, marketing method and service means of Hongqi sedan. The purpose of brand building is to help Red Flag sedan to further improve customer satisfaction and loyalty, improve the market competitiveness of Red Flag cars, increase more market share, and establish a lasting competitive advantage. To win in the fierce competition in the auto industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F426.471
本文編號：2182781
[Abstract]:With the development of China's economy, cars enter the family, but Chinese people do not choose their own brand cars when choosing sedan. China is a big automobile consuming country, and the automobile industry has also become a pillar industry of the Chinese economy. Therefore, the development of independent brand cars is the need of China's economic development, red flag as a typical representative of Chinese cars, brand building is particularly important. Brand building idea is the most important guiding ideology in automobile industry. The author of this paper wants to further improve the market competitiveness of Hongqi sedan through brand building. This article first elaborated the red flag car development course, analyzed the red flag brand construction urgency. Secondly, the paper introduces the opportunity and challenge of Red Flag car in the process of brand building. The last part is the analysis of the problem and the solution of the problem. This paper gives the countermeasures for the market orientation, innovation ability, product quality, marketing method and service means of Hongqi sedan. The purpose of brand building is to help Red Flag sedan to further improve customer satisfaction and loyalty, improve the market competitiveness of Red Flag cars, increase more market share, and establish a lasting competitive advantage. To win in the fierce competition in the auto industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F426.471
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 高洪祥;案例研究：廣汽集團(tuán)跨區(qū)域擴(kuò)張戰(zhàn)略[D];華南理工大學(xué);2012年
，本文編號：2182781
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