【摘要】：進入21世紀以來中國經(jīng)濟飛速發(fā)展,GDP增速居世界前列,人民生活水平有了極大提高。以往汽車是身份與地位的象征,而現(xiàn)在它已基本走進每一戶普通百姓家庭之中。汽車駕駛技能正成為每個普通百姓需要掌握的技能之一。由于龐大的市場需求出現(xiàn),全國各地眾多駕校應運而生,競爭開始出現(xiàn)。然而,隨著駕校培訓市場逐漸飽和,數(shù)量眾多的駕校面臨生存與發(fā)展的危機。江西藍天駕校雖然創(chuàng)辦時間較早,占據(jù)了一定的市場份額,但是新駕校源源不斷的出現(xiàn),加上經(jīng)濟環(huán)境低迷進入經(jīng)濟新常態(tài),使得江西藍天駕校面臨了前所未有的危機。江西藍天駕校如何擺脫過去傳統(tǒng)的價格戰(zhàn),依靠原有的品牌優(yōu)勢,在市場中站穩(wěn)腳跟,是至關重要的問題。本文首先研究了品牌、品牌競爭力與品牌競爭力評價等相關理論資料,為后續(xù)研究奠定基礎;然后借助競爭戰(zhàn)略等理論知識,展開對江西藍天駕校競爭環(huán)境和品牌建設現(xiàn)狀分析,建立了評價江西藍天駕校品牌競爭力指標體系;最后通過層次分析法,對江西藍天駕校品牌競爭力進行分析與評價。本文通過對江西藍天駕校品牌競爭力的分析與研究,能夠為江西藍天駕校以及同行企業(yè)的品牌競爭力提升,提供新的思路與借鑒。
文內(nèi)圖片：
圖片說明：我國駕校數(shù)量從圖3-2可以看出，駕校數(shù)量從2013年到2015年連續(xù)三年數(shù)量激增，這三年是駕駛員培訓市場完全打開，駕駛員培訓改革最為深入的時期
[Abstract]:Since the beginning of the 21 st century, China's economy has developed rapidly, the growth rate of GDP has been at the forefront of the world, and the living standards of the people have been greatly improved. In the past, the car was a symbol of identity and status, but now it has basically entered every ordinary family. Car driving skills are becoming one of the skills that every ordinary person needs to master. Due to the emergence of huge market demand, many driving schools came into being all over the country, and competition began to emerge. However, with the gradual saturation of the driving school training market, a large number of driving schools are facing the crisis of survival and development. Although Jiangxi Blue Sky driving School was founded earlier and occupied a certain market share, the continuous emergence of new driving schools, coupled with the downturn of the economic environment into the new normal of the economy, makes Jiangxi Blue Sky driving School face an unprecedented crisis. How to get rid of the traditional price war in Jiangxi Blue Sky driving School, rely on the original brand advantages, and gain a foothold in the market, is a vital issue. This paper first studies the brand, brand competitiveness and brand competitiveness evaluation and other related theoretical data to lay the foundation for the follow-up research; then with the help of competitive strategy and other theoretical knowledge, carries out the analysis of the competitive environment and brand construction status of Jiangxi Blue Sky driving School, and establishes the evaluation index system of Jiangxi Blue Sky driving School Brand Competitiveness; finally, through the Analytic hierarchy process, the brand competitiveness of Jiangxi Blue Sky driving School is analyzed and evaluated. Through the analysis and research on the brand competitiveness of Jiangxi Blue Sky driving School, this paper can provide new ideas and reference for the promotion of brand competitiveness of Jiangxi Blue Sky driving School and peer enterprises.
【學位授予單位】：江西師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：U471.3

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