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论文编号：	1768
作者编号：	2120082249
上传时间：	2010/5/31 16:03:31
中文题目：	天津汽车模具股份有限公司品牌战略研究
英文题目：	The Study of Brand Strategy of Tianjin Motor Die
指导老师：	李亚
中文关键字：	天汽模 品牌战略 品牌传播 品牌延伸
英文关键字：	TQM, Brand Strategy, Brand Communication, Brand Extension
中文摘要：	随着我国经济的不断发展和人民生活水平的不断提高，汽车已经称为人民 生活当中必不可少的交通工具，中国已经成为世界上最大的汽车消费市场之一。 汽车产业的快速发展也促进了汽车零部件配套企业的迅速发展，其中也包括汽 车模具行业。 在汽车的生产过程中，包括车身覆盖件、内饰件、发动机等在内的90%以上 的零部件需要模具来生产成形。国内市场的迅速发展和国际市场的产业转移给 中国的汽车模具企业带来了前所未有的机遇，同时带来了史无前例的竞争挑战。 因此，如何在这样的市场趋势中保持自己的行业地位、市场份额、客户关系， 如何更好的开拓市场、参与国际竞争、抵御经济全球化的冲击，从而把握住未 来的发展机遇以期更快地发展是摆在汽车模具制造企业面前一个重要课题。 天津汽车模具股份有限公司是经营、设计、制造大中型汽车车身内外板覆 盖件模具的专业公司，公司主要从事汽车车身覆盖件模具的设计、研究、制造 及销售，以及汽车检具、汽车车身装焊夹具等汽车车身制造装备的生产与制造 以及冲压件加工服务，主要产品为汽车覆盖件模具、冲压件、检具、装焊夹具 等。 本文首先运用产业战略分组和五力模型分析等战略分析工具对公司所处的 行业环境进行了分析，之后又对公司实施品牌战略的动因和能力进行了分析。 以求在分析公司的品牌战略前达到知己知彼的目的。然后在前人理论研究的基 础之上从品牌化决策、品牌模式选择、品牌识别界定及品牌延伸四个方面对公 司的品牌战略进行了分析。通过对天津汽车模具股份有限公司品牌所处的发展 阶段的分析，作者认为公司品牌战略的重点应该放在品牌核心价值的传播和品 牌延伸上。通过分析得出，公司的品牌传播是以品牌核心价值为中心的基于利 益相关者的品牌传播，而其品牌延伸策略则是围绕“向客户提供优质白车身” 的战略目标进行的，同时开始向飞机工装行业发展。 通过运用相关理论对天津汽车模具股份有限公司的品牌战略进行分析，论 文分别构建出了公司的品牌战略模型、品牌传播模型和品牌延伸模型。
英文摘要：	With the continuous development and improvement of China's economy and people's living standard，automobile has become an indispensable means of transport among the people's lives, and China has become one of the largest automobile markets of the world. Automobile industry is also an important industry in national economy. It also contributed to the rapid development of the company, whose product is the components of motor car, including motor mold industry. More than 90% of the parts which assemble the car must be formed by mold. The rapid development of the domestic market and the transferring of international market from other countries to China have brought unprecedented opportunities to civil motor mold industry, at the same times, it also have brought unprecedented competitive challenges. Therefore, in this context, how to maintain its industry position, market share, customer relationships, and how to open up markets to better participate in international competition, and how to resist the impact of economic globalization to seize opportunities for future development with a view to faster development is placed in front of automobile mold manufacturing enterprises. Tianjin Motor Dies Co., Ltd. is a professional company designing and manufacturing inside and outside automobile body panel dies. The company is mainly engaged in automobile body panel dies design, research, manufacture and sales, and the production of others automobile body manufacturing equipment. The main products include the automotive panel die, stamping parts, inspection tools, and welding fixture and so on. In this paper, firstly, we use industrial strategy group and the five forces model, the analysis tools for strategy, to analyze the industry environment of the company's, and followed by the analysis of motivation of company's brand strategy and abilities of the company to carry out brand strategy. Then, on the basis of predecessors’ theoretical studies we have analyzed the company's brand strategy from four areas as decision-making of branding, brand mode selection, brand recognition and brand extension. Through the analyzing of the stage of brand development of Tianjin Motor Abstract III Dies Co., Ltd, the author believe that the company's brand strategy should focus on the communication of brand core values and brand extension. We use relevant theories to analyze the brand strategy of Tianjin Motor Dies Co., Ltd., and construct the model of the company's brand strategy, brand communication model and brand extension model separately
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