上海通用品牌与市场营销策略研究

发布时间：2018-04-20 00:37

本文选题：上海通用汽车 + 品牌　；参考：《复旦大学》2009年硕士论文

【摘要】： 上海通用汽车有限公司成立于1997年6月12日,由上海汽车集团股份有限公司、通用汽车公司各出资50%组建而成。坚持“以客户为中心、以市场为导向”的经营理念,上海通用汽车不断以丰富、差异化的产品线和高效优质的服务满足日益增长的市场需求,成为“多品牌、全系列”汽车公司。上海通用汽车目前已拥有凯迪拉克、别克、雪佛兰,以及萨博四大品牌,共二十三大系列近八十个品种的产品矩阵,覆盖了顶级豪华车、高档车、中高档车、中级车、大众普及型轿车及MPV等宽泛的领域,且各系列车型均含有多项先进技术,在安全性、动力性、舒适性和环保方面表现优越,在各自的细分市场中处于领先地位。上海通用同时在市场营销和品牌打造上面获得了巨大的成功,其中上海通用在2005到2007年连续三年获得中国汽车市场轿车销售冠军,同时其麾下四大品牌别克、凯迪拉克、雪佛兰、萨博在中国市场的成功推出,也在业内创下了许多品牌推广经典案例。但是上海通用在十年里面,也暴露很多问题:其豪华品牌凯迪拉克和萨博品牌在中国的市场定位和实际市场表现的偏差;全系列产品战略与实际诸多车型面临销售业绩不佳以及市场份额下降的背离;中级车市场面临日系车和德系车的挑战;单车利润下降等。本文认为这些现象的原因可以归结为企业内部运营品牌重叠、企业执行“以客户为中心,以市场为导向”所导致的误区。本文基于市场营销和汽车品牌为基点,通过总结上海通用十年的市场营销和品牌推广的成功经验,分析其成功之路的奥秘,并探索成功背后隐藏的问题。在中国汽车市场和全球经济发生深刻变化前提下,通过分析通用汽车的得与失、上海汽车的新的战略调整,同时总结其竞争对手的成功经验,分析揭示市场营销和汽车品牌的核心所在,并且通过对未来世界汽车市场的发展趋势和汽车技术的发展趋势的展望,预见中国汽车市场和消费者未来发生的变化;通过运用市场营销中的品牌推广科学方法,对上海通用如何规划未来汽车市场营销和汽车品牌规划,如何调整品牌策略,产品和市场营销战略,提出相关建议。
[Abstract]:Shanghai General Motors Co., Ltd. was founded in June 12, 1997. It was invested by 50% of Limited by Share Ltd group of Limited by Share Ltd and General Motors Corporation.
Adhering to the "customer centered, market oriented" business philosophy, Shanghai GM has continuously been able to meet the growing market demand with rich, differential product lines and high efficiency and high quality services. It has become a "multi brand, a full series" automobile company. The Shanghai general motors have already owned Cadillac, Buick, Chevrolet, and Saab before the order of general motors. Four big brands, a total of twenty-three series of nearly eighty varieties of product matrix, covering the top luxury cars, high-grade cars, middle and high grade cars, intermediate cars, popular popular cars and MPV and other broad fields, and the series of models all contain a number of advanced technology, in security, power, comfort and environmental performance advantages, in their respective segments of the market The field is in the lead.
Shanghai GM has achieved great success in marketing and brand building, of which Shanghai GM won the China auto market car sales champion for three years from 2005 to 2007, and its four brands Buick, Cadillac, Chevrolet, Saab have been successfully launched in China, and have created many brands in the industry. A wide classic case.
But in ten years, Shanghai has also exposed a lot of problems: the bias of its luxury brand Cadillac and the Saab brand in China's market positioning and actual market performance; the full range of product strategies and actual models face poor sales performance and a decline in market share; the intermediate car market faces Japanese and German cars. In this paper, the reasons for these phenomena can be attributed to the overlapping of internal business brands, and the misunderstandings caused by the enterprise to carry out "customer centered, market oriented".
Based on the marketing and brand brand as the base point, this paper analyzes the mysteries of the success road through summarizing the successful experience of marketing and brand promotion in Shanghai for ten years, and explores the hidden problems behind the success. On the premise of profound changes in the Chinese automobile market and the global economy, the gains and losses of general motors are analyzed. The new strategic adjustment of the Sea automobile, at the same time summing up the successful experience of its competitors, analyses the core of the marketing and automobile brands, and foresees the future changes in the Chinese automobile market and the consumers through the prospect of the future trend of the world automobile market and the trend of the development of automobile technology. The brand promotion of scientific methods in the marketing of Shanghai general how to plan future auto marketing and car brand planning, how to adjust brand strategy, product and marketing strategy, put forward related suggestions.

【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471

【引证文献】