本文選題：汽車產(chǎn)業(yè) + 自主品牌�。� 參考：《吉林大學(xué)》2009年碩士論文

【摘要】： 品牌戰(zhàn)略是現(xiàn)代企業(yè)發(fā)展戰(zhàn)略中最重要的內(nèi)容之一,是一個(gè)企業(yè)能否獲得快速發(fā)展并在市場(chǎng)中取得優(yōu)勢(shì)地位的重要因素。一汽集團(tuán)是中國(guó)最大的汽車生產(chǎn)企業(yè)之一,是新中國(guó)汽車工業(yè)的搖籃,其“解放”、“紅旗”等品牌具有悠久的歷史,但是隨著汽車市場(chǎng)的發(fā)展,一汽集團(tuán)的自主品牌產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)力和對(duì)集團(tuán)公司的利潤(rùn)貢獻(xiàn)度正呈現(xiàn)下降趨勢(shì),這已成為一汽集團(tuán)提升企業(yè)實(shí)力的最亟待解決的問題。 2008年以來(lái)的世界性的經(jīng)濟(jì)危機(jī)對(duì)全球汽車產(chǎn)業(yè)造成了巨大的影響,汽車產(chǎn)業(yè)格局發(fā)生了重大變化,同時(shí),中國(guó)汽車市場(chǎng)卻異常的迅速成長(zhǎng),到2009年10月,全國(guó)汽車產(chǎn)量已達(dá)1000萬(wàn)輛,這是中國(guó)汽車產(chǎn)業(yè)千載難逢的重大機(jī)遇,也為一汽集團(tuán)推進(jìn)自主品牌戰(zhàn)略提供了歷史機(jī)遇和外部條件。 本文通過(guò)對(duì)一汽集團(tuán)推進(jìn)自主品牌戰(zhàn)略的外部環(huán)境、內(nèi)部條件已經(jīng)SWOT分析,歸納、總結(jié)了一汽集團(tuán)推進(jìn)自主品牌戰(zhàn)略的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅,有針對(duì)性的制定了相應(yīng)的自主品牌發(fā)展策略,并從自主品牌戰(zhàn)略實(shí)施的幾個(gè)方面,詳細(xì)論述了一汽集團(tuán)自主推進(jìn)自主品牌戰(zhàn)略過(guò)程中需要著手解決的問題。
[Abstract]:Brand strategy is one of the most important contents in modern enterprise development strategy. It is also an important factor whether an enterprise can obtain rapid development and gain an advantage position in the market. FAW Group is one of the largest automobile manufacturers in China and the cradle of new China's automobile industry. Its "liberation" and "Red Flag" brands have a long history, but with the development of the automobile market, The market competitiveness and profit contribution of FAW Group's independent brand products are declining, which has become the most urgent problem for FAW Group to enhance the strength of enterprises. Since 2008, the global economic crisis has had a great impact on the global automobile industry. The pattern of the automobile industry has changed significantly, while the Chinese auto market has grown unusually rapidly, until October 2009. China's automobile production has reached 10 million vehicles, which is an important opportunity for China's automobile industry, and also provides historical opportunities and external conditions for FAW Group to promote its own brand strategy. Based on the external environment of FAW Group's promotion of its own brand strategy, the internal conditions have been analyzed by SWOT, and summarized the advantages, disadvantages, opportunities and threats of FAW Group's promotion of its own brand strategy. The corresponding independent brand development strategy is formulated, and from several aspects of the implementation of the independent brand strategy, the paper discusses in detail the problems that need to be solved in the process of independent promotion of the independent brand strategy of FAW Group.
【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)】：F426.471

【引證文獻(xiàn)】

相關(guān)期刊論文 前1條

1 李智鋒;肖倩楚;;基于“羊群效應(yīng)”對(duì)提高中國(guó)汽車品牌知名度的研究[J];長(zhǎng)春師范學(xué)院學(xué)報(bào);2012年02期

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本文編號(hào)：1813470