汇众牌重型汽车品牌营销战略研究与实践

发布时间：2018-05-28 05:39

本文选题：品牌战略 + 企业　；参考：《重庆大学》2008年硕士论文

【摘要】： 在全球经济一体化进程的日益推进下,世界汽车工业巨头纷纷加速进入中国这个新兴的市场,竞争日趋激烈,新的车型不断涌现,消费者的消费意识及价值观也随着发生巨变,市场竞争逐渐由原来的产品营销演变成品牌营销。重型汽车作为一种耐用消费品,由于其买入成本和使用成本相对都较高,品牌营销更为重要。本文从品牌营销的核心理念入手,探讨了品牌战略在汇众汽车营销中的作用。在分析我国汽车企业的品牌理念和管理误区的基础上,认为提高品牌意识,搞好品牌定位,塑造良好品牌形象,综合运用多种竞争手段,是企业品牌营销的必然选择。本文根据汇众公司的企业文化及质量管理创新战略,结合汇众公司的营销现状,探讨出了一套运用于“汇众牌”重型车品牌营销的战略,并在以成都为中心的销售中进行了实践,取得了良好的效果。
[Abstract]:With the development of global economic integration, the world automobile industry giants have accelerated to enter the emerging market of China one after another. The competition is becoming more and more intense, the new models are constantly emerging, and the consumer's consumption consciousness and values have changed greatly. The market competition gradually evolves from the original product marketing to the brand marketing. As a kind of consumer durable goods, brand marketing is more important because of its relatively high cost of purchase and use. Starting with the core concept of brand marketing, this paper discusses the role of brand strategy in Huizhong automobile marketing. On the basis of analyzing the brand concept and management misunderstandings of automobile enterprises in our country, it is considered that it is the inevitable choice for enterprise brand marketing to improve brand awareness, make good brand positioning, shape good brand image and comprehensively use various competitive means. According to the innovation strategy of corporate culture and quality management of Huizhong Company and the current marketing situation of Huizhong Company, this paper discusses a set of strategies used in the brand marketing of Huizhong heavy truck. And in Chengdu as the center of the sales practice, achieved good results.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.471;F274

【参考文献】