發(fā)布時(shí)間：2018-10-05 15:35

【摘要】： 隨著汽車(chē)行業(yè)多品牌的戰(zhàn)略的普及與推廣,品牌定位的重要性日漸凸現(xiàn)。如何協(xié)調(diào)好內(nèi)部的品牌架構(gòu)、開(kāi)展有針對(duì)性的品牌營(yíng)銷(xiāo)活動(dòng),成為實(shí)施多品牌策略的關(guān)鍵。 上海大眾在引入斯柯達(dá)品牌前后作了一系列品牌定位與推廣工作,通過(guò)將斯柯達(dá)品牌與大眾品牌在心理細(xì)分市場(chǎng)進(jìn)行差異化定位,讓二者相互配合、相互補(bǔ)充,以期獲得更大的市場(chǎng)份額。同時(shí),上海大眾也投入了大量的人力、物力開(kāi)展了一系列市場(chǎng)營(yíng)銷(xiāo)工作,將斯柯達(dá)的品牌內(nèi)涵傳遞給潛在消費(fèi)者。 本文主要應(yīng)用科特勒的市場(chǎng)定位理論與特勞特的定位理論,對(duì)上海大眾在斯柯達(dá)品牌定位與推廣過(guò)程中的各項(xiàng)業(yè)務(wù)活動(dòng)(細(xì)分市場(chǎng)分析、選擇目標(biāo)市場(chǎng)、產(chǎn)品構(gòu)架、品牌定位方式、品牌推廣步驟等)進(jìn)行了深入的探討研究,并對(duì)其中的幾個(gè)關(guān)鍵問(wèn)題(產(chǎn)品定位、營(yíng)銷(xiāo)傳播、組織結(jié)構(gòu))提出了解決方案。 希望通過(guò)本文中針對(duì)上海大眾斯柯達(dá)品牌建設(shè)過(guò)程的分析,能夠?yàn)樯虾４蟊姷亩嗥放茟?zhàn)略實(shí)施工作提供一點(diǎn)幫助,進(jìn)而也為中國(guó)汽車(chē)企業(yè)的品牌建設(shè)提供一點(diǎn)新思路。
[Abstract]:With the popularization and promotion of multi-brand strategy in automobile industry, the importance of brand positioning is becoming more and more obvious. How to coordinate the internal brand structure and carry out targeted brand marketing activities is the key to implement multi-brand strategy. Before and after introducing the Skoda brand, Shanghai Volkswagen has done a series of brand positioning and promotion work. By differentiating the Skoda brand and the popular brand in the psychological subdivision market, the two brands can cooperate and complement each other. In order to gain a greater market share. At the same time, Shanghai Volkswagen has also invested a lot of manpower and material resources to carry out a series of marketing work to transfer Skoda's brand connotation to potential consumers. This paper mainly applies Kotler's market positioning theory and Trauter's positioning theory to analyze the various business activities of Shanghai Volkswagen in the process of Skoda brand positioning and promotion (market segmentation analysis, target market selection, product structure, etc. In this paper, some key problems (product positioning, marketing communication, organizational structure) are discussed and studied deeply. It is hoped that the analysis of the construction process of Shanghai Volkswagen Skoda brand in this paper can provide a little help for the implementation of Shanghai Volkswagen's multi-brand strategy, and then provide some new ideas for the brand construction of Chinese automobile enterprises.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類(lèi)號(hào)】：F273.2;F426.471

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