本文選題：解放 + 重型貨車　； 參考：《西安理工大學(xué)》2008年碩士論文

【摘要】： 隨著中國(guó)加入WTO,中國(guó)的汽車市場(chǎng)正在逐步轉(zhuǎn)型為世界汽車市場(chǎng)的一部分。全球化發(fā)展使中國(guó)重型貨車市場(chǎng)處于激勵(lì)的競(jìng)爭(zhēng)格局。相對(duì)于國(guó)外的著名重型貨車品牌,解放汽車有限公司的重型貨車的品牌影響力較弱,而未來(lái)的競(jìng)爭(zhēng)是品牌間的競(jìng)爭(zhēng),為應(yīng)對(duì)未來(lái)重型貨車市場(chǎng)殘酷的競(jìng)爭(zhēng)環(huán)境,品牌的建設(shè)與完善成為企業(yè)發(fā)展的當(dāng)務(wù)之急。本文研究的目的就是從品牌的角度對(duì)解放重型貨車的營(yíng)銷策略提出完善方案。 本論文采用了多種的調(diào)查和研究手段,綜合運(yùn)用企業(yè)品牌營(yíng)銷、數(shù)理統(tǒng)計(jì)中的分析方法,了解解放重型貨車品牌的歷史傳承,理性探尋解放重型貨車品牌的發(fā)展道路,理清解放重型貨車品牌營(yíng)銷的現(xiàn)狀及存在問(wèn)題,并在此基礎(chǔ)上為解放重型貨車設(shè)計(jì)品牌營(yíng)銷建設(shè)規(guī)劃。 論文首先界定品牌營(yíng)銷的相關(guān)概念及理論基礎(chǔ),為解放重型貨車營(yíng)銷策略的規(guī)劃提供理論依據(jù)。通過(guò)重型貨車的市場(chǎng)營(yíng)銷環(huán)境分析,分析了重型貨車市場(chǎng)的需求趨勢(shì)及消費(fèi)者特征,探討了解放重型貨車發(fā)展的機(jī)會(huì)及威脅,并通過(guò)對(duì)解放及主要競(jìng)爭(zhēng)對(duì)手競(jìng)爭(zhēng)力強(qiáng)勢(shì)的評(píng)估,確定了解放重型貨車的競(jìng)爭(zhēng)地位。本文基于品牌營(yíng)銷的相關(guān)理論對(duì)解放重型貨車的品牌營(yíng)銷現(xiàn)狀進(jìn)行了重點(diǎn)闡述,剖析了解放重型貨車在品牌營(yíng)銷中存在的問(wèn)題,運(yùn)用品牌營(yíng)銷相關(guān)理論、價(jià)值分析矩陣等方法,制定了解放重型貨車的品牌營(yíng)銷策略,提出了解放重型貨車在品牌營(yíng)銷策略的具體實(shí)施。通過(guò)本文的研究,對(duì)解放及國(guó)內(nèi)重型貨車市場(chǎng)其它品牌的發(fā)展提供一定理論基礎(chǔ)和參考建議。
[Abstract]:With China's entry into WTO, China's auto market is gradually transforming into a part of the world auto market. The globalization development causes the Chinese heavy truck market to be in the incentive competition pattern. Compared with the famous foreign heavy-duty truck brands, the brand influence of the heavy-duty trucks of Jiefang Automobile Co., Ltd. is weak, while the future competition is the competition among the brands, in order to deal with the cruel competition environment of the future heavy truck market, The construction and perfection of brand becomes the urgent matter of enterprise development. The purpose of this paper is to perfect the marketing strategy of liberating heavy truck from the perspective of brand. This paper adopts many kinds of investigation and research means, synthetically uses the enterprise brand marketing, the mathematical statistics analysis method, understands the liberation heavy truck brand historical inheritance, the rational exploration liberates the heavy truck brand the development road, This paper clarifies the present situation and existing problems of the brand marketing of liberating heavy goods vehicles, and on this basis, designs the brand marketing construction plan for the liberation heavy trucks. Firstly, this paper defines the related concepts and theoretical basis of brand marketing, and provides theoretical basis for the planning of the marketing strategy of liberating heavy goods vehicles. Through the analysis of the marketing environment of heavy goods vehicles, this paper analyzes the demand trend and consumer characteristics of heavy goods vehicle market, probes into the opportunities and threats of the development of liberating heavy goods vehicles, and evaluates the strong competitiveness of liberation and its main competitors. The competitive position of liberating heavy trucks was determined. Based on the relevant theories of brand marketing, this paper focuses on the current situation of the brand marketing of the liberation heavy goods vehicles, analyzes the problems existing in the brand marketing of the liberation heavy goods vehicles, and applies the relevant theory of brand marketing, the value analysis matrix and other methods. This paper formulates the brand marketing strategy of liberating heavy goods vehicle, and puts forward the concrete implementation of the brand marketing strategy of liberating heavy truck. Through the research of this paper, it provides some theoretical basis and reference suggestions for the liberation and the development of other brands in the domestic heavy truck market.
【學(xué)位授予單位】：西安理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F274;F426.471

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