本文選題：上海通用汽車(chē) + 品牌　； 參考：《復(fù)旦大學(xué)》2009年碩士論文

【摘要】： 上海通用汽車(chē)有限公司成立于1997年6月12日,由上海汽車(chē)集團(tuán)股份有限公司、通用汽車(chē)公司各出資50%組建而成。 堅(jiān)持“以客戶為中心、以市場(chǎng)為導(dǎo)向”的經(jīng)營(yíng)理念,上海通用汽車(chē)不斷以豐富、差異化的產(chǎn)品線和高效優(yōu)質(zhì)的服務(wù)滿足日益增長(zhǎng)的市場(chǎng)需求,成為“多品牌、全系列”汽車(chē)公司。上海通用汽車(chē)目前已擁有凱迪拉克、別克、雪佛蘭,以及薩博四大品牌,共二十三大系列近八十個(gè)品種的產(chǎn)品矩陣,覆蓋了頂級(jí)豪華車(chē)、高檔車(chē)、中高檔車(chē)、中級(jí)車(chē)、大眾普及型轎車(chē)及MPV等寬泛的領(lǐng)域,且各系列車(chē)型均含有多項(xiàng)先進(jìn)技術(shù),在安全性、動(dòng)力性、舒適性和環(huán)保方面表現(xiàn)優(yōu)越,在各自的細(xì)分市場(chǎng)中處于領(lǐng)先地位。 上海通用同時(shí)在市場(chǎng)營(yíng)銷(xiāo)和品牌打造上面獲得了巨大的成功,其中上海通用在2005到2007年連續(xù)三年獲得中國(guó)汽車(chē)市場(chǎng)轎車(chē)銷(xiāo)售冠軍,同時(shí)其麾下四大品牌別克、凱迪拉克、雪佛蘭、薩博在中國(guó)市場(chǎng)的成功推出,也在業(yè)內(nèi)創(chuàng)下了許多品牌推廣經(jīng)典案例。 但是上海通用在十年里面,也暴露很多問(wèn)題:其豪華品牌凱迪拉克和薩博品牌在中國(guó)的市場(chǎng)定位和實(shí)際市場(chǎng)表現(xiàn)的偏差;全系列產(chǎn)品戰(zhàn)略與實(shí)際諸多車(chē)型面臨銷(xiāo)售業(yè)績(jī)不佳以及市場(chǎng)份額下降的背離;中級(jí)車(chē)市場(chǎng)面臨日系車(chē)和德系車(chē)的挑戰(zhàn);單車(chē)?yán)麧?rùn)下降等。本文認(rèn)為這些現(xiàn)象的原因可以歸結(jié)為企業(yè)內(nèi)部運(yùn)營(yíng)品牌重疊、企業(yè)執(zhí)行“以客戶為中心,以市場(chǎng)為導(dǎo)向”所導(dǎo)致的誤區(qū)。 本文基于市場(chǎng)營(yíng)銷(xiāo)和汽車(chē)品牌為基點(diǎn),通過(guò)總結(jié)上海通用十年的市場(chǎng)營(yíng)銷(xiāo)和品牌推廣的成功經(jīng)驗(yàn),分析其成功之路的奧秘,并探索成功背后隱藏的問(wèn)題。在中國(guó)汽車(chē)市場(chǎng)和全球經(jīng)濟(jì)發(fā)生深刻變化前提下,通過(guò)分析通用汽車(chē)的得與失、上海汽車(chē)的新的戰(zhàn)略調(diào)整,同時(shí)總結(jié)其競(jìng)爭(zhēng)對(duì)手的成功經(jīng)驗(yàn),分析揭示市場(chǎng)營(yíng)銷(xiāo)和汽車(chē)品牌的核心所在,并且通過(guò)對(duì)未來(lái)世界汽車(chē)市場(chǎng)的發(fā)展趨勢(shì)和汽車(chē)技術(shù)的發(fā)展趨勢(shì)的展望,預(yù)見(jiàn)中國(guó)汽車(chē)市場(chǎng)和消費(fèi)者未來(lái)發(fā)生的變化;通過(guò)運(yùn)用市場(chǎng)營(yíng)銷(xiāo)中的品牌推廣科學(xué)方法,對(duì)上海通用如何規(guī)劃未來(lái)汽車(chē)市場(chǎng)營(yíng)銷(xiāo)和汽車(chē)品牌規(guī)劃,如何調(diào)整品牌策略,產(chǎn)品和市場(chǎng)營(yíng)銷(xiāo)戰(zhàn)略,提出相關(guān)建議。
[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.

【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 楊云;雅致公司大客戶營(yíng)銷(xiāo)管理分析研究[D];大連海事大學(xué);2012年

2 梁爽;凱迪拉克提升在中國(guó)營(yíng)銷(xiāo)能力研究[D];上海外國(guó)語(yǔ)大學(xué);2012年

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本文編號(hào)：1775479