【摘要】： 隨著我國汽車行業(yè)的飛速發(fā)展和人民生活水平的提高,汽車已經(jīng)越來越多地融入了人們的生活。尤其是隨著家用轎車市場的成長和日趨成熟,汽車企業(yè)間的競爭也呈現(xiàn)出愈演愈烈之勢(shì)。國際化的市場環(huán)境和國內(nèi)市場的嚴(yán)峻現(xiàn)實(shí)都迫使眾多的汽車企業(yè)將更多的目光投向了品牌建設(shè)和管理。 本論文針對(duì)汽車行業(yè)的品牌傳播現(xiàn)狀,在系統(tǒng)研究國內(nèi)外品牌建設(shè)和管理的相關(guān)理論的基礎(chǔ)上,結(jié)合汽車品牌傳播的特性,選取了大眾甲殼蟲和寶馬迷你這兩款競爭車型進(jìn)行比較研究,并提出了自己的觀點(diǎn)。論文首先比較了國內(nèi)外汽車品牌的品牌特征,從品牌背景、品牌整合的角度分析了大眾甲殼蟲、寶馬迷你這兩大品牌各自的特點(diǎn),然后從品牌傳播的不同渠道入手,分別比較了兩者的廣告、公關(guān)、銷售和人際傳播的策略,最后參考J. Aaker的品牌個(gè)性量表,通過網(wǎng)絡(luò)用問卷調(diào)查的方法進(jìn)行統(tǒng)計(jì)分析,比較了兩者的品牌傳播效果,得出了相關(guān)的結(jié)論和啟示。 在研究過程中,作者主要以品牌學(xué)、傳播學(xué)、整合營銷傳播理論作為理論依據(jù),力圖將解釋性描述和個(gè)案研究相結(jié)合、將定量研究和定性研究相結(jié)合,對(duì)大眾“甲殼蟲”和寶馬“迷你”這兩個(gè)具有可比性的著名汽車品牌的傳播進(jìn)行分析比較,從中總結(jié)出兩者的共性和個(gè)性。本論文希望通過比較研究的過程,發(fā)現(xiàn)和總結(jié)出有價(jià)值的汽車品牌傳播的規(guī)律,為我國汽車品牌的建設(shè)和管理提供一定的參考,特別是為我國自主汽車品牌的傳播提供可借鑒的成功先例。
[Abstract]:With the rapid development of China's automobile industry and the improvement of people's living standards, cars have been more and more integrated into people's lives. Especially with the growth and maturity of the home car market, the competition among automobile enterprises is becoming more and more intense. The international market environment and the grim reality of the domestic market force many automobile enterprises to turn more attention to brand building and management. According to the present situation of brand communication in automobile industry, this paper systematically studies the related theories of brand construction and management at home and abroad, combined with the characteristics of automobile brand communication. The Volkswagen Beetle and BMW Mini are selected for comparative study, and their own views are put forward. This paper first compares the brand characteristics of domestic and foreign automobile brands, analyzes the characteristics of Volkswagen Beatles and BMW Mini brands from the perspective of brand background and brand integration, and then starts with the different channels of brand communication. The strategies of advertising, public relations, sales and interpersonal communication between the two are compared respectively. finally, referring to the brand personality scale of J. Aaker, the effects of brand communication between the two are compared by means of questionnaire survey on the Internet. The relevant conclusions and implications are drawn. In the process of research, the author mainly takes brand science, communication science and integrated marketing communication theory as the theoretical basis, trying to combine explanatory description with case study, quantitative research and qualitative research. This paper analyzes and compares the spread of Volkswagen Beetle and BMW Mini, which are comparable famous automobile brands, and sums up the commonness and individuality of the two brands. This paper hopes to find and summarize the valuable law of automobile brand communication through the process of comparative study, so as to provide some reference for the construction and management of automobile brand in our country. In particular, it provides a successful precedent for the spread of independent automobile brands in China.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F416.471

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前4條

1 呂佳惠;基于中國休閑類SNS的品牌傳播策略研究[D];江西師范大學(xué);2011年

2 楊琦;基于形態(tài)分析理論的汽車防太陽光熱輻射產(chǎn)品的設(shè)計(jì)研究[D];華東理工大學(xué);2012年

3 侯沁枝;跨國企業(yè)利用SNS對(duì)中國消費(fèi)者的品牌傳播策略研究[D];暨南大學(xué);2012年

4 王家華;定位時(shí)代下的品牌傳播策略研究[D];上海外國語大學(xué);2013年

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本文編號(hào)：2480859