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论文编号：	10148
作者编号：	2120163078
上传时间：	2018/6/9 23:13:50
中文题目：	比亚迪汽车品牌资产开发管理策略研究
英文题目：	Study on Brand Equity Strategy of Development and Management of BYD Auto
指导老师：	邢金刚
中文关键字：	汽车行业；品牌资产；感知质量；品牌知名度；品牌忠诚度
英文关键字：	Auto Industry; Brands Equity; Perceived Quality; Brand Awareness; Brand Loyalty
中文摘要：	本世纪初至今，我国自主汽车品牌发展迅速，众多品牌以及各类汽车产品的不断涌现，使得当前我国各大自主汽车品牌之间由以往单纯的产品上的竞争，提升至品牌资产上的竞争。然而，由于我国汽车行业发展时间较短，汽车市场相对不成熟，自主汽车品牌对于建立品牌资产的意识相对较弱，与国际汽车品牌有着很大的距离。企业的决策者更多的把注意力聚焦于产品本身，期待通过新技术、新工艺来提升销量和利润。这样典型的工业化思维，忽略了品牌资产自身的价值和内涵，不能使企业在激烈的市场环境中取得竞争优势，难以长久安全快速的发展。因此，建立强势的品牌资产，对于自主汽车品牌而言，非常重要。 比亚迪股份有限公司成立于1995年，总部位于深圳。自2003年收购陕西秦川汽车有限责任公司后，正式进入汽车制造领域。经过多年发展，比亚迪在整车制造、模具研发、车型开发等方面都达到了国际领先水平，产业格局日渐完善。比亚迪汽车公司成立的15年里取得辉煌的成果，值得国内同类企业借鉴。本文分析了比亚迪汽车公司发展态势、品牌运作管理体系、竞争对手对比以及公司历年年报中披露的的重要信息以及数据等，并对比亚迪的品牌资产在五个维度上进行剖析。总结出比亚迪是如何建立起自己的品牌资产并进行管理的,得出相关经验教训可供我国其他缺乏品牌力量的企业进行自我改进与自我提升。
英文摘要：	Since the beginning of this century, Chinese domestic independent automobile brands have developed rapidly, emerge continuously number of brands and various types of automotive products, Major Chinese domestic independent automobile brands have now been upgraded from product competition to brand equity competition. However, due to the short development time of China's auto industry and lacking of experience in the auto market, auto manufacturers' brand awareness of building brand equity is relatively weak and have a long way to go with international auto brands. Currently, the decision-makers of Chinese companies focus more on the product itself and expect increase sales and expand profits through new technologies and processes. Such kinds of typical industrialization mindset ignore the value of the brand assets and makes the company to stand out of the fiercely-competing market and it is also difficult for brands to achieve long-term safe and rapid development. Therefore, establishing a strong brand equity is very important for automobile brands. BYD Co., Ltd. was established in 1995 and is headquartered in Shenzhen. Since the acquisition of Shaanxi Qinchuan Automobile Co., Ltd. in 2003, it has officially entered the automotive manufacturing field. After years of development, BYD has reached international leading position in auto manufacturing, mold research and development, vehicle development, and its industrial structure has improved gradually. As a Chinese national automobile manufacturing company, BYD Auto’s brilliant achievements in the 15 years since its establishment, it's a textbook for other similar domestic companies. This article analyzes the development trends of BYD Auto Company, the management system of brand operation, competitors, and important information and data disclosed in the company's annual report and analyzes BYD's brand equity in five dimensions. Summarized how BYD built its own brand equity and managed it, the lessons can be used for self-improvement by other Chinese companies lacking of brand power.
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