發(fā)布時(shí)間：2018-04-12 06:25

  本文選題：寶鋼 + 汽車板　； 參考：《上海交通大學(xué)》2009年碩士論文

【摘要】： 在紛繁復(fù)雜的世界,品牌有效地使產(chǎn)品和服務(wù)差異化,降低購(gòu)買的風(fēng)險(xiǎn)和復(fù)雜性,并傳播產(chǎn)品或服務(wù)所能夠提供的利益,培養(yǎng)情感,建立信任。過(guò)去對(duì)品牌比較重視的往往是從事消費(fèi)品領(lǐng)域的企業(yè)。因?yàn)橄M(fèi)品行業(yè)的客戶分布面廣,客戶對(duì)產(chǎn)品和技術(shù)指標(biāo)信息了解不多,決策常常無(wú)法做到非常理性,因此企業(yè)可以通過(guò)品牌以比較高的效率來(lái)傳遞信息、引導(dǎo)消費(fèi)者。但是在工業(yè)品市場(chǎng),面對(duì)的最終客戶是企業(yè),客戶數(shù)量也非常少,對(duì)產(chǎn)品的質(zhì)量、技術(shù)指標(biāo)、價(jià)格行情等非常熟悉,對(duì)企業(yè)的交貨期、服務(wù)、能否長(zhǎng)期供貨等內(nèi)部情況也非常了解,在購(gòu)買過(guò)程中決策非常理性,品牌能夠傳遞的信息非常有限,因此品牌似乎并不是十分重要的,學(xué)術(shù)界對(duì)工業(yè)產(chǎn)品品牌的研究也不是很多。 根據(jù)作者在單位的多年的工作經(jīng)驗(yàn),事實(shí)上,在工業(yè)品市場(chǎng)上,品牌資產(chǎn)比在消費(fèi)品市場(chǎng)上更加重要,同質(zhì)化產(chǎn)品和個(gè)性化需求之間越來(lái)越尖銳的矛盾預(yù)示著未來(lái)的營(yíng)銷之戰(zhàn)將是品牌之戰(zhàn),是為獲得品牌主導(dǎo)地位而進(jìn)行的戰(zhàn)爭(zhēng),這也是作者開(kāi)展寶鋼汽車板品牌研究的出發(fā)點(diǎn)和立足點(diǎn)。 本論文主要是結(jié)合國(guó)際上比較成熟的工業(yè)品品牌理論、國(guó)內(nèi)汽車行業(yè)的發(fā)展階段和寶鋼汽車板的具體實(shí)踐,通過(guò)對(duì)國(guó)內(nèi)汽車用戶和汽車板市場(chǎng)的分析,以品牌理論為指導(dǎo),并應(yīng)用聯(lián)合分析(Conjoint Analysis)方法,對(duì)寶鋼汽車板品牌做了具體研究,明確寶鋼汽車板的客戶需求、細(xì)分客戶類別、重點(diǎn)客戶群,制定了了寶鋼汽車板品牌定位、價(jià)值、特質(zhì)、戰(zhàn)略,并研究了品牌宣傳和溝通的策略和措施,以強(qiáng)化用戶對(duì)寶鋼汽車板品牌的理解和掌握,進(jìn)而根據(jù)以上的研究,認(rèn)真思考了工業(yè)品品牌管理的未來(lái)前景和發(fā)展展望。 希望本論文能夠有效指導(dǎo)工業(yè)品品牌的營(yíng)銷實(shí)踐,引領(lǐng)寶鋼汽車板乃至中國(guó)鋼鐵企業(yè)品牌發(fā)展,在國(guó)際市場(chǎng)上獲得更大的競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:In a complex world, brands can effectively differentiate products and services, reduce the risk and complexity of buying, and spread the benefits that products or services can offer, cultivate emotions, and build trust.In the past, more attention to the brand is often engaged in the field of consumer goods enterprises.Because of the wide distribution of customers in the consumer goods industry, the customers do not know much about the product and technical indicators, and the decision-making is often unable to be very rational, enterprises can pass the information through the brand with high efficiency to guide consumers.However, in the industrial products market, the final customers are the enterprises, and the number of customers is very small. They are very familiar with the quality of products, technical indicators, price quotes, and so on. They are very familiar with the delivery time and service of the enterprises.Internal situations such as long-term availability are well understood, decisions are very rational in the purchase process and the information that brands can deliver is very limited, so brands do not seem to be very important.The academic circles to the industrial product brand research is also not many.In fact, brand equity is more important in the industrial market than in the consumer goods market, according to the author's many years of work experience in the unit.The increasingly sharp contradiction between homogenized products and personalized needs indicates that the future marketing war will be a battle for brands, a war for brand dominance.This is also the starting point and foothold of the research of Baosteel automobile plate brand.This paper mainly combines the international mature industrial product brand theory, the domestic automobile industry development stage and the Baosteel automobile plate concrete practice, through the analysis to the domestic automobile user and the automobile plate market, takes the brand theory as the instruction.Using the method of joint analysis, this paper makes a concrete study on the automobile plate brand of Baosteel, clarifies the customer demand, subdivides the customer category, and establishes the brand positioning, value, characteristics and strategy of Baosteel automotive plate brand.The strategies and measures of brand propaganda and communication are studied in order to strengthen the users' understanding and mastery of Baosteel automobile plate brand. According to the above research, the future prospects and development prospects of industrial brand management are seriously considered.It is hoped that this paper can effectively guide the marketing practice of industrial brand, lead Baosteel automobile plate and even Chinese iron and steel enterprise brand to develop, and gain greater competitive advantage in the international market.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：U465.11;F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 崔衛(wèi)中;基于顧客滿意的產(chǎn)品危機(jī)預(yù)警機(jī)制研究[D];天津大學(xué);2010年

2 方芳;基于低碳經(jīng)濟(jì)及產(chǎn)業(yè)結(jié)構(gòu)調(diào)整的TBS公司汽車板營(yíng)銷策略研究[D];天津大學(xué);2011年

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本文編號(hào)：1738547