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论文编号：	8709
作者编号：	2120142807
上传时间：	2016/12/7 15:59:31
中文题目：	奔驰汽车公司的品牌资产管理策略研究
英文题目：	Research on Brand Equity Management Strategy of Mercedes-Benz Automotive Corporation
指导老师：	张金成
中文关键字：	汽车制造； 品牌资产管理； 供应链质量管理； 营销策略
英文关键字：	Automotive Industry, Brand equity management, Supply quality management, Marketing strategy
中文摘要：	近十年来，随着我国经济体制改革的不断深入，人民生活水平的日益提高，汽车消费已经褪去了高贵的光环，逐渐从奢侈品转变成为普通大众生活中必不可少的出行和代步工具。与之相伴随的是我国汽车产业的蓬勃飞速发展，众多世界知名的汽车制造企业纷纷在华合资建厂，在这块充满生机的市场中竞争、发展。德国戴姆勒集团公司作为梅赛德斯-奔驰品牌的持有人，也在中国与北汽集团合资兴建了北京奔驰汽车有限公司作为其大中华区的高端乘用车的主要生产基地。在经过建厂初期的一些并购、拆分等商务活动之后，北京奔驰汽车公司不仅没有伤及元气，反而开始发力角逐中高端轿车和城市SUV市场，在经过数年的快速发展之后，已经赶上并且开始逐渐超越竞争对手的市场业绩。北京奔驰的成功，与其所制订的正确有效的发展战略和经营策略密不可分，而其核心就是对梅赛德斯-奔驰这一核心品牌的建设和管理。 本文即是从北京奔驰的品牌资产建设、管理着手，通过对其经营策略、营销管理、质量管理和供应链管理等方面的调查和研究，来分析北京奔驰的品牌资产管理策略的内涵和意义。本文首先介绍并分析了奔驰汽车的经营状况和品牌资产，随后从营销策略和供应链质量管理策略两方面入手，深入阐述了其品牌资产管理对于其制订策略的影响，以及其策略对于品牌资产管理的重要意义，其间的相互影响和作用成就了北京奔驰今天在市场上的成功。最后分析了北京奔驰的品牌资产管理所带给我们的启示，一个品牌绝不仅仅是一个名称加一个图标那样简单，其所蕴含的品牌资产是一个企业的历史所积淀下来的文化、理念、战略、形象、品质等等的总和。对于品牌资产的管理，是每一个企业想要取得成功，以及成功以后的继续发展所必须要考虑并且重视的课题，也是其制订经营和发展战略的关键。
英文摘要：	During the recent decade, accompany with the deep revolution of China economic system, the living condition of China people is getting much better. The private car is no longer luxury consumption for common civilians. It becomes a kind of normal travel tool for transportation. Because of the changes, China automotive industry and market obtain a great development opportunity. Numbers of global famous automotive manufactures are attracted by this fast growing market. They flood into this fresh market, build new plants, make cars and compete in this country. Daimler AG as the owner of the brand Mercedes-Benz also participated into this battle. Beijing Benz Automotive Company (BBAC) is a joint venture created by both Daimler AG and Beijing Automotive Group. It is the major base in Asia to manufacture high-end passenger car with the famous brand of Mercedes-Benz. After several years of development, BBAC has caught up and started to surpass their major competitors. The success of BBAC related to their accurate and efficient strategy, which has the core strategy of brand equity management of the core brand Mercedes-Benz. In this thesis, I analyzed the connotation of BBAC brand managing strategy through the study of its operation and marketing strategy, quality and supply chain management. Firstly, I introduced the current running status of BBAC, and its brand equity. Afterwards, I explained how the brand equity management affects its strategy planning from both marketing strategy and supply chain management strategy ways. Then I analyzed the meaning of BBAC brand equity management, and how it promotes the success of BBAC. At last, I summarized the inspiration of BBAC brand equity management strategy; the brand is not that easy like just a name, but also including culture, strategy and quality. How to identify and manage its own brand equity better is the key point for any company, which wants to be successful.
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