發(fā)布時(shí)間：2018-05-08 13:22

  本文選題：品牌 + 品牌資產(chǎn)�。� 參考：《蘇州大學(xué)》2008年碩士論文

【摘要】： 伴隨著中國汽車工業(yè)的發(fā)展,中國客車工業(yè)也進(jìn)入了一個(gè)嶄新的發(fā)展時(shí)代。在國內(nèi)行業(yè)競(jìng)爭(zhēng)日益白熱化的同時(shí),中國客車企業(yè)又直面挑戰(zhàn)昂首邁進(jìn)國際市場(chǎng)。如何在國內(nèi)競(jìng)爭(zhēng)中突出重圍,如何應(yīng)對(duì)國際市場(chǎng)嚴(yán)峻的考驗(yàn),已經(jīng)成為中國客車制造企業(yè)生產(chǎn)和發(fā)展必需研究和解決的重要課題。 實(shí)施品牌戰(zhàn)略、準(zhǔn)確地對(duì)自身進(jìn)行品牌定位、構(gòu)建強(qiáng)勢(shì)品牌是中國客車企業(yè)取得優(yōu)勢(shì),持續(xù)發(fā)展的源動(dòng)力。對(duì)于客車品牌資產(chǎn)的實(shí)證分析在國內(nèi)客車制造企業(yè)中尚未得到深入的研究和實(shí)踐。品牌落后使部分客車企業(yè)難以形成系統(tǒng)的、綜合的、持久的競(jìng)爭(zhēng)力。本文以海格客車品牌資產(chǎn)為實(shí)證研究對(duì)象,在以下方面進(jìn)行了探討。 首先圍繞著品牌的內(nèi)涵和品牌資產(chǎn)的國內(nèi)外研究現(xiàn)狀進(jìn)行了理論性分析,并進(jìn)一步提出了品牌資產(chǎn)的實(shí)證分析和研究模型;通過問卷調(diào)研的形式,針對(duì)海格客車的經(jīng)銷商和使用客戶,我們抽取了國內(nèi)10個(gè)具有代表性的城市作為采集樣本的地點(diǎn),充分運(yùn)用較為成熟的品牌資產(chǎn)實(shí)證分析模型,對(duì)蘇州金龍海格客車在品牌知名度、品牌認(rèn)知度、品牌聯(lián)想度、品牌忠誠度等四個(gè)方面進(jìn)行全方位的實(shí)證分析和研究,并在分析結(jié)果的基礎(chǔ)上從這四個(gè)方面提出相應(yīng)的提升海格客車品牌的策略,以達(dá)到提高海格客車品牌資產(chǎn)的目的。 在結(jié)束部分,本文對(duì)海格客車品牌資產(chǎn)作了進(jìn)一步思考,提出在品牌資產(chǎn)管理和保護(hù),品牌延伸等方面還需要我們做更加深入的分析和研究,更全面地處理和解決客車企業(yè)自身的品牌問題。
[Abstract]:With the development of China's automobile industry, China's bus industry has entered a new era of development. At the same time, the domestic industry competition is becoming increasingly fierce, Chinese bus enterprises face the challenge to head into the international market. It has become an important subject for the production and development of Chinese bus manufacturing enterprises to study and solve how to break through the tight encirclement in the domestic competition and how to deal with the severe test of the international market. Carrying out the brand strategy, accurately positioning the brand and building a strong brand are the source power for the Chinese bus enterprises to gain advantages and develop continuously. The empirical analysis of bus brand equity has not been thoroughly studied and practiced in domestic bus manufacturing enterprises. Brand backwardness makes it difficult for some bus enterprises to form systematic, comprehensive and lasting competitiveness. This paper takes Hagrid bus brand equity as the empirical research object and discusses the following aspects. First of all, around the connotation of the brand and the domestic and foreign research status of brand equity for theoretical analysis, and further put forward the empirical analysis and research model of brand equity; through the form of questionnaire survey, For the dealers and customers of Hagrid bus, we take 10 representative cities as sampling sites, and make full use of the more mature empirical analysis model of brand equity. To Suzhou Jinlong Hagrid bus in the brand awareness, brand awareness, brand association, brand loyalty, four aspects of the overall empirical analysis and research, On the basis of the analysis results, this paper puts forward the corresponding strategies to promote the brand of Hagrid bus from these four aspects, in order to achieve the purpose of raising the brand equity of Hagrid bus. In the final part, this paper makes further thinking on the brand equity of Hagrid bus, and points out that we need to do more in-depth analysis and research on the management and protection of brand equity, brand extension and so on. Deal with and solve the brand problems of bus enterprises more comprehensively.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F426.471

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本文編號(hào)：1861571