【摘要】： 隨著中國(guó)經(jīng)濟(jì)的發(fā)展,汽車(chē)進(jìn)入家庭,但中國(guó)人在選擇轎車(chē)的時(shí)候卻不會(huì)首選自主品牌轎車(chē),中國(guó)是汽車(chē)消費(fèi)大國(guó),汽車(chē)產(chǎn)業(yè)也已經(jīng)成為中國(guó)經(jīng)濟(jì)的支柱產(chǎn)業(yè),因此發(fā)展自主品牌轎車(chē)是中國(guó)經(jīng)濟(jì)發(fā)展的需要,紅旗作為中國(guó)轎車(chē)的典型代表,進(jìn)行品牌建設(shè)尤其重要。 品牌建設(shè)理念是汽車(chē)行業(yè)中最重要的指導(dǎo)思想。本文作者想通過(guò)品牌建設(shè)進(jìn)一步的提高紅旗轎車(chē)的市場(chǎng)競(jìng)爭(zhēng)力。本文首先闡述了紅旗轎車(chē)的發(fā)展歷程,分析了紅旗品牌建設(shè)的迫切性。其次介紹了紅旗轎車(chē)在品牌建設(shè)過(guò)程中所遇到的機(jī)遇和面臨的挑戰(zhàn)。最后是本文分析問(wèn)題和解決問(wèn)題部分,本文針對(duì)紅旗轎車(chē)的市場(chǎng)定位,創(chuàng)新能力,產(chǎn)品品質(zhì),營(yíng)銷(xiāo)方式及服務(wù)手段一一給出對(duì)策。品牌建設(shè)的目的在于幫助紅旗轎車(chē)進(jìn)一步提高顧客滿(mǎn)意度和忠誠(chéng)度,提高紅旗轎車(chē)的市場(chǎng)競(jìng)爭(zhēng)力,增加更多的市場(chǎng)份額,建立持久的競(jìng)爭(zhēng)優(yōu)勢(shì),以在激烈的汽車(chē)行業(yè)競(jìng)爭(zhēng)中取勝。
[Abstract]:With the development of China's economy, cars enter the family, but Chinese people do not choose their own brand cars when choosing sedan. China is a big automobile consuming country, and the automobile industry has also become a pillar industry of the Chinese economy. Therefore, the development of independent brand cars is the need of China's economic development, red flag as a typical representative of Chinese cars, brand building is particularly important. Brand building idea is the most important guiding ideology in automobile industry. The author of this paper wants to further improve the market competitiveness of Hongqi sedan through brand building. This article first elaborated the red flag car development course, analyzed the red flag brand construction urgency. Secondly, the paper introduces the opportunity and challenge of Red Flag car in the process of brand building. The last part is the analysis of the problem and the solution of the problem. This paper gives the countermeasures for the market orientation, innovation ability, product quality, marketing method and service means of Hongqi sedan. The purpose of brand building is to help Red Flag sedan to further improve customer satisfaction and loyalty, improve the market competitiveness of Red Flag cars, increase more market share, and establish a lasting competitive advantage. To win in the fierce competition in the auto industry.
【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(lèi)號(hào)】：F426.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 高洪祥;案例研究：廣汽集團(tuán)跨區(qū)域擴(kuò)張戰(zhàn)略[D];華南理工大學(xué);2012年

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本文編號(hào)：2182781