本文關鍵詞： 品牌管理 多品牌 子品牌 品牌定位　出處：《吉林大學》2017年碩士論文　論文類型：學位論文

【摘要】：高速發(fā)展的中國汽車市場,吸引了來自全世界汽車制造商參與到中國市場的競爭。隨著國際知名汽車廠商參與中國汽車市場競爭,新產品、新車型投放數量劇增,同一細分市場的產品趨于相對飽和,同質化競爭嚴重,品牌區(qū)分成為影響消費者購買決策的重要因素。一汽-大眾作為國內領先的汽車企業(yè),大眾品牌目前有8個產品系列品牌,部分產品系列品牌已經或計劃衍生相應的子產品品牌。隨著市場競爭激烈化,原本各自定位明晰、細分市場明確的各系列品牌的界限變得越來越模糊,出現品牌“內耗”;同時在推出新的品牌和子系列產品時,企業(yè)品牌影響較弱導致新品牌和新產品市場接受度和銷量表現不盡如人意;另外在汽車后市場服務領域也嘗試推出了服務品牌,但由于缺乏系統的推廣策略和保障措施,推廣效果收效甚微。本文通過對一汽-大眾多品牌管理內部經營環(huán)境的分析,結合當前多品牌管理發(fā)展現狀,并通過對市場環(huán)境的分析和行業(yè)內的橫向比對,總結出一汽-大眾旗下多品牌管理的優(yōu)勢、劣勢、機遇和威脅,再通過對市場營銷學理論的深入研究,為多品牌管理給出優(yōu)化策略和實施措施。強勢品牌的打造非一日之功,需要持續(xù)的、科學性的品牌管理。一汽-大眾能在成為國內市場領先者,品牌管理是有一定基礎的。在市場競爭激烈化以及旗下品牌越來越多的情況下,一汽-大眾當前品牌工作重點在于構建層次分明的家族化品牌體系,明晰各品牌定位、明確細分市場。同時,由于品牌管理是一項必須持續(xù)進行才能產生效果的工作,需納入長期的戰(zhàn)略。并需要有效的保障機制來保證品牌管理工作的落地執(zhí)行。首先在組織機構上,為了支持品牌管理戰(zhàn)略推進,應分別從管理層和業(yè)務層進行管控,整合公司品牌和產品品牌建設的力量,對總體品牌戰(zhàn)略進行統一規(guī)劃并保證實施。在品牌推廣過程中,應對廣告創(chuàng)意、媒體投放、市場公關、終端促銷、車展和VI應用等方面進行整合管理,確保市場溝通活動持續(xù)地傳播品牌的核心理念,強化客戶對品牌價值的理解。通過本文的深入研究能為一汽-大眾品牌管理的提升提供幫助,提升企業(yè)品牌資產,提高客戶品牌忠誠度,促進銷量和市場份額提升,并增加“品牌溢價”,支持企業(yè)健康可持續(xù)發(fā)展,在行業(yè)競爭中保持競爭優(yōu)勢。
[Abstract]:The rapid development of China's auto market has attracted the world's auto manufacturers to participate in the competition in the Chinese market. With the international well-known automobile manufacturers participate in the Chinese auto market competition, new products. The number of new models is increasing dramatically, the products of the same market tend to be relatively saturated, and the homogeneous competition is serious. Brand differentiation has become an important factor affecting consumer purchase decision. FAW-VW, as a leading automobile enterprise in China, has 8 product series brands. Some product series brands have been or are planned to derive corresponding sub-product brands. With the fierce competition in the market, their respective positioning is clear, and the boundaries of each series brands with clear market segmentation become more and more blurred. The emergence of brand "internal friction"; At the same time, when introducing new brands and sub-series products, the weak influence of enterprise brand leads to the unsatisfactory market acceptance and sales performance of new brands and new products. In addition, the service brand is also tried to be introduced in the field of service after the automobile market, but due to the lack of systematic promotion strategy and safeguard measures. Through the analysis of FAW-VW multi-brand management internal business environment, combined with the current development of multi-brand management, and through the analysis of the market environment and horizontal comparison within the industry. Summarize the strengths, weaknesses, opportunities and threats of FAW-VW multi-brand management, and then through the in-depth study of marketing theory. For multi-brand management to give the optimization strategy and implementation measures. The establishment of strong brand not in a single day, the need for sustained, scientific brand management. FAW-VW can become a leader in the domestic market. Brand management has a certain foundation. Under the situation of fierce market competition and more and more brands, FAW-VW 's current brand work focuses on building a hierarchical family brand system. At the same time, because brand management is a work that must be carried on continuously to produce effect. Need to incorporate a long-term strategy. And need an effective safeguard mechanism to ensure the implementation of brand management. First of all in the organization to support the brand management strategy. We should manage and control from the management and business level, integrate the strength of brand and product brand construction, plan the overall brand strategy and ensure the implementation. In the process of brand promotion, we should deal with the advertising creativity. Media placement, market public relations, terminal promotion, auto show and VI application integration management to ensure that market communication activities continue to spread the core concept of the brand. Strengthen customer's understanding of brand value. Through the in-depth study of this paper, we can provide help for FAW-VW brand management, enhance corporate brand equity, improve customer brand loyalty. Promote sales and market share increase, and increase "brand premium" to support the healthy and sustainable development of enterprises, maintain competitive advantage in the industry competition.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F273.2;F426.471

【參考文獻】

相關期刊論文 前10條

1 梁美麗;;我國自主品牌汽車的市場營銷策略研究[J];中國市場;2016年22期

2 馬爽;崔凱;;上汽大眾 朗逸&朗行[J];汽車與運動;2016年02期

3 白帆;肖軍;;GRAN SANTANA 家庭之道[J];汽車與駕駛維修(汽車版);2015年12期

4 仵琳;韓亮;;基于SNS平臺汽車品牌營銷策略延伸研究[J];交通企業(yè)管理;2014年07期

5 朱蕊;楊磊;;基于SNS平臺的汽車品牌網絡營銷策略研究[J];重慶工商大學學報(社會科學版);2013年01期

6 閆建來;;發(fā)動汽車品牌的引擎 從產品營銷走向品牌戰(zhàn)略的思考[J];廣告人;2011年01期

7 張一t，

本文編號：1479211