本文選題：汽車　切入點(diǎn)：自主品牌　出處：《東北師范大學(xué)》2014年碩士論文

【摘要】：截止2009年底，我國已經(jīng)成為汽車年銷售量世界排名第一的國家，蓬勃的汽車行業(yè)和萎靡的自主品牌形成了巨大的反差。時(shí)至今日依然有人認(rèn)為，對于國內(nèi)自主品牌汽車來講，不應(yīng)該關(guān)注品牌建設(shè)，而應(yīng)該提升產(chǎn)品品質(zhì)，研究核心技術(shù)，增加市場競爭力。誠然，對汽車制造企業(yè)來說，中國自主品牌車企在技術(shù)研發(fā)和產(chǎn)品設(shè)計(jì)上，與國際汽車廠商相較而言仍然存在較大的差距，但是最明顯的差距，卻不是產(chǎn)品品質(zhì)或售后服務(wù)，而是品牌和營銷。我們不否認(rèn)產(chǎn)品質(zhì)量永遠(yuǎn)是第一競爭力，但是有結(jié)果顯示，盡管國外的汽車產(chǎn)品和質(zhì)量更為優(yōu)良，但是其每年在品牌建設(shè)上的投入同樣遠(yuǎn)超自主品牌汽車。在這樣的局面下，自主品牌如何在廣闊天地有一番大作為，如何與合資、外資品牌同場競技，實(shí)踐證明我國自主品牌汽車要想長久、健康、快速的發(fā)展必須注重品牌的建設(shè)，我國汽車的自主品牌構(gòu)建已成為當(dāng)務(wù)之急。 本文在查閱和參考了大量國內(nèi)外學(xué)者在此領(lǐng)域的研究成果的基礎(chǔ)上，以品牌、自主品牌概念入手，對于我國汽車行業(yè)的發(fā)展以及自主品牌汽車的發(fā)展進(jìn)行了梳理。以品牌構(gòu)建等相關(guān)理論為基礎(chǔ)，通過文獻(xiàn)分析、訪談?wù){(diào)查和個(gè)案研究的方法發(fā)現(xiàn)、分析和總結(jié)問題，，并且對我國汽車自主品牌的構(gòu)建策略提出一些具體的舉措。
[Abstract]:By the end of 2009, China had become the world's largest country in terms of annual auto sales, with a huge contrast between the booming auto industry and the languid independent brands. Even today, some people still think that for domestic self-owned cars, Instead of focusing on brand building, we should improve product quality, study core technologies, and increase market competitiveness. It is true that for auto manufacturing enterprises, China's independent brand car companies are engaged in technology development and product design. Compared with international automobile manufacturers, there is still a big gap, but the most obvious gap is not product quality or after-sales service, but brand and marketing. We do not deny that product quality is always the first competitiveness, but the results show that, Although foreign automobile products and quality are better, their annual investment in brand building is also far greater than that of self-owned brand cars. In such a situation, how can independent brands make a big difference in the broad world and how to engage in joint ventures? Foreign brands compete with each other. Practice has proved that the construction of independent brands must be paid more attention to if we want to have a long, healthy and rapid development, and the construction of independent brands in our country has become an urgent task. On the basis of consulting and referring to the research results of a large number of domestic and foreign scholars in this field, this paper starts with the concept of brand and independent brand. On the basis of the theory of brand construction, the author finds, analyzes and summarizes the problems through the methods of literature analysis, interview investigation and case study. And to our country automobile independent brand construction strategy puts forward some concrete measures.
【學(xué)位授予單位】：東北師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F273.2;F426.471

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