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| 论文编号： | 7384 | |
| 作者编号： | 2120122773 | |
| 上传时间： | 2015/6/9 10:21:01 | |
| 中文题目： | 华晨金杯汽车的品牌营销管理研究 | |
| 英文题目： | The research on brand management of Brilliance Jinbei Automobile | |
| 指导老师： | 马连福 | |
| 中文关键字： | 轻客行业，金杯品牌，品牌营销，改进措施 | |
| 英文关键字： | Passenger and light industry, Jinbei brand, Brand marketing, Improvement measures | |
| 中文摘要： | 2014年汽车销量达到2349万辆，再创历史新高，但销量增速有较大回落。全年轻客市场稳步增长，总体格局比较稳定，但华晨金杯、福特全顺、南汽依维柯前三强的市场集中度有所下降，越来越多的厂商参加到轻客的市场竞争中来。预计2015年在卡车城区限行、黄标车淘汰、MPV与微客的上下挤压、法规趋于严格等机遇与挑战的背景下，各轻客车企务必会提升产品、服务、营销等方面的竞争力。本文以沈阳华晨金杯汽车为研究对象。该公司正式成立于1991年，是隶属于华晨汽车集团的重要整车生产企业，以金杯品质赢得了超百万用户的信赖，连续多年销量位于轻客市场首位，传承企业品牌“打造民族自主品牌精品”的企业宗旨，遵循“品质先，方敢天下先”的经营理念。本文以金杯汽车品牌营销管理工作为研究对象，以管理学理论、战略品牌管理理论、营销管理理论、运营管理等为理论基础，对于金杯品牌外部环境、金杯品牌的内部环境进行分析，寻找更切合实际更有发展前景的策略规划，寻找实际的营销工作中的问题所在，提出具体的解决措施。历史悠久、值得信赖、技术成熟、实用、性价比高、良好的售后服务是金杯目前的品牌优势。而品牌老化、混乱等问题也制约了品牌的长期健康发展。本文尝试提出品牌营销管理的改善措施。依靠客观的市场定位找到准确的细分目标市场，以品牌的提升带动整体销售。同时，也提出建立品牌调研体系、建立品牌输出体系、尝试营销体系改革等方面的改善。 | |
| 英文摘要： | The steady growth of 2014 Light bus market, the overall pattern is more stable, more and more manufacturers to join the Light bus market competition to. In 2015 the Light bus enterprises will enhance the product, service, marketing and other aspects of the competitiveness. This paper takes Shenyang Brilliance Jinbei Automobile as the object of study. The company was established in 1991, is an important vehicle production enterprises belonging to the brilliance auto group. Based on Jinbei Automobile brand marketing management as the research object, with the theory of management, strategic brand management theory, marketing management theory, management theory as the theoretical basis, the search for the actual marketing work problems, put forward specific measures to solve . Has a long history, technology is mature, reliable, practical, cost-effective, good after sale service is currently the brand advantage of gold. But the brand aging, confusion and other issues also restricts the long-term healthy development of the brand. This paper tries to put forward the measures to improve the management of brand marketing. Objective to find on the market positioning target market segmentation and accurate, with the brand to enhance the overall sales. At the same time, also proposed the establishment of brand research, brand building system output system, try to improve the marketing system reform. | |
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