联系我们

论文查询结果	返回搜索

论文编号：	9747
作者编号：	2120152744
上传时间：	2017/12/9 23:25:36
中文题目：	北京现代汽车有限公司品牌战略研究
英文题目：	Study on the Brand Strategy of BEIJING-HYUNDAI Auto Motor Co., Ltd
指导老师：	杜建刚
中文关键字：	北京现代，品牌战略，保障措施
英文关键字：	BEIJING-HYUNDAI, brand strategy, guarantee measures
中文摘要：	随着汽车产业的发展，一个国家汽车制造业的水平在一定程度上，已经可以作为衡量这个国家总体制造业水平的标准之一。而在当今全球经济一体化进程的不断加剧，汽车产业也已经成为了一个国家的经济命脉之一。而汽车产业作为我国制造业的重要组成部分，也是我国国民经济的重要产业支柱之一。 自改革开放以来，中国的汽车产业开始了快速发展，尤其是在2001年中国加入WTO组织之后，开始与众多外国汽车企业合作，引进他们的资金和先进的汽车生产技术，使我国的汽车生产技术不断创新，大大加快了我国汽车产业前进的步伐。2009年，我国国内汽车产销量达到了1379.10万辆和1364.48万辆，2010年达到了1826.47万辆和1806.19万辆，连续两年位居全球第一。而近几年，虽然受到“新常态”的影响，汽车的产销量增长同比放缓，但2016年全国汽车产销仍达到了2811.9万辆和2802.8万辆。中国已经成为了世界上第三大的汽车生产国，但距离一些老牌的汽车制造强国还有一定距离。 北京现代汽车有限公司就是在中国加入WTO组织后，国家首批批准的合资企业之一。自2002年北京现代汽车成立以来，北京现代汽车取得了不错的成绩。北京现代汽车成立初期制定的成本领先战略，使其在国内市场的销售量稳步提升，扎稳了脚跟。但这个战略也为其带来了困扰。虽然北京现代汽车性价比较高，但北京现代汽车给消费者的印象一直是中低级车，无法很好的进军中高级市场。随着汽车产业近几年的迅猛发展，汽车产业的竞争愈发激烈，北京现代汽车也意识到这一点给它带来的威胁。而要想摆脱这一困境，必须要实施品牌战略，增加品牌内涵，提升品牌号召力。 本文以北京现代汽车有限公司为研究对象，结合汽车产业的市场现状以及未来的发展趋势，运用品牌管理、市场营销、战略的相关理论研究对北京现代汽车有限公司制定的品牌战略进行研究。本文运用PEST分析法对北京现代汽车有限公司的宏观外部环境进行了分析，运用SWOT分析法对其经营现状进行了分析，并对其主要竞争对手进行了分析。 本文主要采用实证分析与规范分析相结合的研究方法，对北京现代内部相关工作人员进行了深入的探访并结合本人在学习过程中的理论知识，最终为北京现代汽车有限公司的品牌战略实施提出了一些自己的见解。
英文摘要：	Along with automobile industry being developed, the general level of manufacturing industries can be now scaled by automobile manufacturing level. Meanwhile, in the acceleration of global economy integration, automobile industry has become one of the nation economic vitals. Since the Reform and Opening-up, Chinese automobile industries have been switched into rapid track, especially after China’s entry of WTO in 2001, Chinese automobile industries have cooperated with many international automobile enterprises. Through introducing their fund and advanced manufacturing technology, Chinese automobile industries have developed themselves a lot. In 2009, automobile production and consumption in domestic market is 13,791,000 and 13,644,800, and these numbers have raised to 18,264,700 and 18,061,900 in 2010, both of which rank No.1 all over the world in these two years. In recent years, despite of slowing down of the raising speed due to influence from “new ordinary state”, the automobile production and consumption in China still reached 28,119,000 and 28,028,000. China has ranked No.3 all over the world in automobile production, but there is still distance between Chinese and international well known automobile industries. BEIJING-HYUNDAI Auto Motor Co., Ltd is one of the first joint venture automobile enterprises after China’s entry of WTO. BEIJING-HYUNDAI has achieved excellent accomplishment till now. The Cost First Strategy, raised in initial stage of foundation, has made its automobile sales increased steadily and earned status in domestic automobile market of its own, by creating a reputation of high cost performance. However, this same strategy also limits BEIJING-HYUNDAI to step into medium and senior automobile market. During the rapid development of automobile industries, the competition has become much more serious than before, BEIJING-HYUNDAI has already realized the threatening caused by this issue, this company has taken decision to implement brand strategy, increase brand connotation and inspiration. This article focuses on BEIJING-HYUNDAI Auto Motor Co., Ltd, combining present status and trend of automobile market, utilizing brand management, theories of marketing and strategy, analyze and study BEIJING-HYUNDAI brand strategy. The macroscopic outer environment of BEIJING -HYUNDAI is analyzed with PEST method, the operation and management of BEIJING-HYUNDAI is analyzed with SWOT method, the main competitors are also involved. Generally, empirical analysis and normative analysis are integrated in this article. Through detailed interview of BEIJING-HYUNDAI personnel, combining theories during my study, some personal opinion is raised about BEIJING-HYUNDAI Auto Motor Co., Ltd brand strategy.
查看全文：	预览  下载(下载需要进行登录)