發(fā)布時(shí)間：2018-04-27 06:14

  本文選題：轎車自主品牌 + 品牌建設(shè)�。� 參考：《上海師范大學(xué)》2009年碩士論文

【摘要】： 隨著產(chǎn)品同質(zhì)化趨勢(shì)的加強(qiáng),現(xiàn)在市場(chǎng)競(jìng)爭(zhēng)的重點(diǎn)已由過去的產(chǎn)品競(jìng)爭(zhēng)轉(zhuǎn)為品牌競(jìng)爭(zhēng)。轎車行業(yè)亦是如此,中國的轎車市場(chǎng)正漸漸步入品牌競(jìng)爭(zhēng)時(shí)代,成為國外品牌和我國自主品牌競(jìng)技的舞臺(tái)。我國轎車的自主品牌建設(shè)本來就起步晚、底子薄,在國外品牌已占據(jù)主導(dǎo)的情況下,我國自主品牌轎車如何縮小差距,取得市場(chǎng)競(jìng)爭(zhēng)優(yōu)勢(shì)已成為我國轎車工業(yè)面臨的重大問題。 怎樣建設(shè)我國轎車的自主品牌呢?國內(nèi)外學(xué)者對(duì)此進(jìn)行了大量的研究,并取得了一些成果,主要是基于創(chuàng)新、質(zhì)量、服務(wù)、形象、管理等影響品牌建設(shè)因素的研究�，F(xiàn)如今,企業(yè)之間的競(jìng)爭(zhēng)已轉(zhuǎn)變?yōu)楣⿷?yīng)鏈之間的競(jìng)爭(zhēng),轎車工業(yè)的供應(yīng)鏈管理也成為研究的熱點(diǎn)。因此,建設(shè)我國轎車自主品牌要將兩者結(jié)合起來,通過加強(qiáng)供應(yīng)鏈管理,使各節(jié)點(diǎn)企業(yè)通力協(xié)作,為自主品牌建設(shè)打造良好的上下游環(huán)境,來共同建設(shè)自主品牌。 本文首先分析了我國轎車自主品牌發(fā)展現(xiàn)狀及存在的問題,論述了我國轎車自主品牌建設(shè)的重要性。然后從供應(yīng)鏈角度分析了我國轎車自主品牌建設(shè)的上下游環(huán)境,并構(gòu)建了品牌建設(shè)模型,提出我國轎車自主品牌建設(shè)的相關(guān)策略。最后從供應(yīng)鏈協(xié)同角度出發(fā),提出建設(shè)我國轎車自主品牌的相關(guān)建議。
[Abstract]:With the trend of product homogenization, the emphasis of market competition has changed from product competition to brand competition. China's car market is gradually stepping into the era of brand competition and has become the stage of competition between foreign brands and our own brands. The independent brand construction of our country car started late, the foundation is thin, under the condition that the foreign brand has occupied the leading position, how to narrow the gap and obtain the market competition advantage has become the important problem that our country car industry faces. How to build our own car brand? Scholars at home and abroad have done a lot of research on this, and made some achievements, mainly based on innovation, quality, service, image, management and other factors affecting brand building. Nowadays, competition among enterprises has been transformed into competition between supply chains, and supply chain management in car industry has become a hot topic. Therefore, it is necessary to combine the two to build independent brands of cars in our country. By strengthening supply chain management and making the enterprises of each node cooperate with each other, we should create a good upstream and downstream environment for the construction of our own brands, and build our own brands together. This paper first analyzes the present situation and existing problems of auto independent brand in our country, and discusses the importance of building independent brand of car in our country. Then it analyzes the upstream and downstream environment of car independent brand construction in China from the point of view of supply chain, constructs the brand building model, and puts forward the relevant strategies of auto independent brand construction in China. Finally, from the point of view of supply chain coordination, the paper puts forward some suggestions on building our own car brand.
【學(xué)位授予單位】：上海師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 劉思佳;基于供應(yīng)鏈協(xié)同的上海汽車產(chǎn)業(yè)集群策略研究[D];上海師范大學(xué);2011年

2 張婷;基于供應(yīng)鏈的江鈴汽車整車采購管理研究[D];南昌大學(xué);2012年

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本文編號(hào)：1809534