【摘要】：在全球經(jīng)濟(jì)一體化進(jìn)程不斷加快的新形勢(shì)下,一個(gè)企業(yè)是否具有明確而又切實(shí)可行的品牌經(jīng)營(yíng)戰(zhàn)略是關(guān)系到企業(yè)生死存亡的重大問(wèn)題。在國(guó)家宏觀調(diào)控政策和激烈的國(guó)際競(jìng)爭(zhēng)環(huán)境影響下,一個(gè)大型的汽車制造企業(yè)要想在風(fēng)云變換的市場(chǎng)中贏得生存并且居于行業(yè)的領(lǐng)先地位,必然要在品牌的經(jīng)營(yíng)上下功夫。 沈陽(yáng)HJ汽車有限公司(以下簡(jiǎn)稱HJ公司)處于復(fù)雜多變的內(nèi)外部環(huán)境中,企業(yè)的生存和發(fā)展面臨嚴(yán)峻的挑戰(zhàn)。本文研究目的在于促進(jìn)HJ公司不斷適應(yīng)新形勢(shì),制定并實(shí)施一套切實(shí)可行的品牌經(jīng)營(yíng)戰(zhàn)略。這個(gè)戰(zhàn)略對(duì)企業(yè)明確方向,擺脫各種不利因素,提升品牌的核心競(jìng)爭(zhēng)力,實(shí)現(xiàn)健康持續(xù)發(fā)展均具有重大現(xiàn)實(shí)意義 本文以現(xiàn)代品牌經(jīng)營(yíng)理論和企業(yè)戰(zhàn)略管理理論為指導(dǎo)思想,對(duì)HJ汽車有限公司的品牌經(jīng)營(yíng)戰(zhàn)略進(jìn)行研究與探討。 本文共分六部分：首先,簡(jiǎn)要介紹在我國(guó)汽車行業(yè)大力發(fā)展自主品牌的行業(yè)背景和HJ公司的整體概況；其次,介紹了品牌經(jīng)營(yíng)理論的相關(guān)概述及品牌經(jīng)營(yíng)戰(zhàn)略的重要意義；再次,對(duì)HJ公司內(nèi)外部環(huán)境進(jìn)行分析,在此基礎(chǔ)上得到內(nèi)外部環(huán)境SWOT分析矩陣,根據(jù)內(nèi)外部環(huán)境條件的相互聯(lián)系,把各種因素相互關(guān)聯(lián)來(lái)加以分析,從中得出具有決策性意義的結(jié)論；接著,對(duì)HJ公司的品牌經(jīng)營(yíng)戰(zhàn)略進(jìn)行制定和選擇,提出了HJ公司的品牌發(fā)展規(guī)劃,并通過(guò)制定具體的品牌經(jīng)營(yíng)策略來(lái)支持品牌經(jīng)營(yíng)戰(zhàn)略的實(shí)現(xiàn)；然后,提出了對(duì)中華品牌經(jīng)營(yíng)戰(zhàn)略的控制和修正,以保證公司品牌經(jīng)營(yíng)戰(zhàn)略的實(shí)施和目標(biāo)的實(shí)現(xiàn)；最后,是本文的結(jié)束語(yǔ),在對(duì)本文觀點(diǎn)進(jìn)行總結(jié)的基礎(chǔ)上,指出本文的不足之處。
[Abstract]:Under the new situation of accelerating the process of global economic integration, whether an enterprise has a clear and feasible brand management strategy is an important issue related to the survival of an enterprise. Under the influence of the national macro-control policy and the fierce international competition environment, if a large automobile manufacturing enterprise wants to win the survival in the changing market and occupy the leading position in the industry, it must make great efforts in the management of the brand. Shenyang HJ Automobile Co., Ltd. (hereinafter referred to as HJ Company) is in the complex internal and external environment, the survival and development of enterprises face severe challenges. The purpose of this paper is to promote HJ to adapt to the new situation and to formulate and implement a set of feasible brand management strategy. This strategy will clear the direction of enterprises, get rid of all kinds of adverse factors, and enhance the core competitiveness of the brand. It is of great practical significance to realize the healthy and sustainable development. This paper takes the modern brand management theory and the enterprise strategic management theory as the guiding ideology, carries on the research and the discussion to the HJ automobile limited company brand management strategy. This paper is divided into six parts: firstly, it briefly introduces the industry background of developing independent brand in China's automobile industry and the overall situation of HJ Company; secondly, it introduces the related summary of brand management theory and the significance of brand management strategy. Thirdly, the internal and external environment of HJ company is analyzed, and on this basis, the internal and external environment SWOT analysis matrix is obtained. According to the interrelation of internal and external environment conditions, various factors are related to each other to analyze. From it, the conclusion with decision significance is obtained. Then, the brand management strategy of HJ company is formulated and selected, and the brand development plan of HJ company is put forward, and the realization of brand management strategy is supported by making specific brand management strategy. Then, it puts forward the control and revision of the Chinese brand management strategy to ensure the implementation of the company's brand management strategy and the realization of the goal. Finally, the conclusion of this paper, on the basis of summarizing the views of this paper, points out the shortcomings of this paper.
【學(xué)位授予單位】：東北大學(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)：2373903