本文選題：大眾汽車品牌　切入點(diǎn)：品牌整合　出處：《吉林大學(xué)》2009年碩士論文　論文類型：學(xué)位論文

【摘要】： 國(guó)際著名的汽車企業(yè)大都建立起了自己的集團(tuán)品牌,如大眾,通用等。在集團(tuán)品牌下,由于細(xì)分市場(chǎng)的產(chǎn)品線分布不同,所以很多大企業(yè)為細(xì)分市場(chǎng)的產(chǎn)品線建立了產(chǎn)品線品牌,如大眾旗下?lián)碛械膴W迪系列,斯柯達(dá)系列,大眾系列;通用旗下?lián)碛械膭e克系列,陸虎系列,沃爾沃系列,共同存在于中國(guó)這個(gè)人口眾多,幅員遼闊,情況復(fù)雜的巨大市場(chǎng)之中,并且在不同程度上出現(xiàn)了集團(tuán)品牌旗下的產(chǎn)品線品牌定位與市場(chǎng)細(xì)分區(qū)隔不清,互相影響,互相牽制,互相搶占市場(chǎng)份額的現(xiàn)象。 以此為背景,本文試圖根據(jù)品牌整合營(yíng)銷理念,從分析汽車品牌在中國(guó)的營(yíng)銷環(huán)境與現(xiàn)狀入手,重新設(shè)計(jì)大眾汽車在中國(guó)的品牌形象,品牌結(jié)構(gòu)和關(guān)系整合,產(chǎn)品品牌營(yíng)銷策略,對(duì)公司的集團(tuán)品牌與產(chǎn)品線品牌以及產(chǎn)品品牌之間的關(guān)系進(jìn)行整合,使得產(chǎn)品線品牌和產(chǎn)品品牌在細(xì)分市場(chǎng)獲得成功的同時(shí),集團(tuán)品牌亦不斷增值,最后分析和闡述上述營(yíng)銷策略的實(shí)施方案,為公司的品牌整合營(yíng)銷提供科學(xué)的決策參考。
[Abstract]:Most of the world famous automobile enterprises have established their own group brands, such as Volkswagen, General Motors, etc. Under the group brands, due to the different distribution of product lines in the market segments, So many big companies have established product line brands for product lines that segment the market, such as VW's Audi, Skoda, Volkswagen, General Motors Buick, Land Rover, Volvo, Co-existing in China, a huge market with a large population, vast territory and complex situation, and in varying degrees, the positioning of the product line brand under the group brand and the market segmentation are not clear, affect each other, and contain each other. The phenomenon of grabbing market share from one another. Based on this background, this paper attempts to redesign the brand image, brand structure and relationship integration of Volkswagen in China, starting with the analysis of the marketing environment and current situation of automobile brands in China based on the concept of brand integration marketing. The marketing strategy of product brand integrates the relationship between group brand, product line brand and product brand, which makes the product line brand and product brand gain success in market segmentation, and the group brand also adds value continuously. Finally, the implementation of the above marketing strategy is analyzed and expounded to provide a scientific decision-making reference for the brand integrated marketing of the company.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 張麗;企業(yè)并購(gòu)后的品牌整合研究[D];華東師范大學(xué);2011年

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本文編號(hào)：1562481