本文選題：一汽轎車(chē) + 自主品牌��； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：自從中國(guó)加入了WTO以來(lái)，汽車(chē)行業(yè)進(jìn)行了全面競(jìng)爭(zhēng)的時(shí)代，在這種環(huán)境下，如何努力創(chuàng)造出擁有自主知識(shí)產(chǎn)權(quán)的汽車(chē)自主品牌，成為了發(fā)展我國(guó)汽車(chē)工業(yè)的主要問(wèn)題。而一汽轎車(chē)作為一汽集團(tuán)自主品牌的主力軍，其旗下的自主品牌的發(fā)展對(duì)一汽集團(tuán)和我國(guó)自主汽車(chē)自主品牌的發(fā)展會(huì)產(chǎn)生較大的影響。 一汽轎車(chē)的紅旗品牌是我國(guó)汽車(chē)自主品牌的鼻祖，雖然經(jīng)過(guò)了輝煌歲月，但在經(jīng)濟(jì)高速發(fā)展的今天，，卻表現(xiàn)平平，后一汽轎車(chē)推出的自主品牌奔騰和歐郎轎車(chē)雖然有過(guò)輝煌，但總體來(lái)說(shuō)還是處于進(jìn)口品牌的夾縫中求生存，企業(yè)的核心競(jìng)爭(zhēng)力還處于較低的水平，針對(duì)目前一汽轎車(chē)的困境，針對(duì)一汽轎車(chē)旗下的3個(gè)自主品牌--紅旗、奔騰、歐郎品牌，從產(chǎn)品策略和市場(chǎng)策略的角度進(jìn)行了分析，指出了這3個(gè)品牌從研發(fā)、到銷(xiāo)售等各環(huán)節(jié)曾經(jīng)出現(xiàn)過(guò)的問(wèn)題，如紅旗品牌的市場(chǎng)定位偏差，奔騰品牌的營(yíng)銷(xiāo)策略的失誤以及歐朗品牌的開(kāi)發(fā)失誤，指出了一汽轎車(chē)旗下各品牌目前的困境。 為了深刻探討一汽轎車(chē)自主品牌的發(fā)展策略，從國(guó)內(nèi)外汽車(chē)自主品牌的發(fā)展現(xiàn)狀入手，指出了一汽轎車(chē)目前遇到的問(wèn)題也是我國(guó)汽車(chē)自主品牌汽車(chē)所面臨的問(wèn)題，從而指出國(guó)外汽車(chē)自主品牌的發(fā)展對(duì)我國(guó)汽車(chē)自主企業(yè)和一汽轎車(chē)的的借鑒和啟示。 研究自主品牌問(wèn)題應(yīng)運(yùn)用品牌理論及市場(chǎng)營(yíng)銷(xiāo)理論，通過(guò)理論研究和實(shí)踐研究結(jié)合的方法，進(jìn)行了廣泛深入的調(diào)查研究，研究了一汽轎車(chē)自主品牌的生存發(fā)展存在的問(wèn)題，從而有效的提出了相關(guān)問(wèn)題解決的建議和措施，明確了一汽轎車(chē)自主品牌的市場(chǎng)定位，主要為紅旗品牌應(yīng)定位于高端豪華車(chē)型，以樹(shù)立品牌形象為主要目的。奔騰品牌主要應(yīng)突出性?xún)r(jià)比優(yōu)勢(shì)，以及歐朗品牌應(yīng)突出個(gè)性為主的市場(chǎng)定位。 通過(guò)SWOT分析方法，針對(duì)一汽轎車(chē)的優(yōu)勢(shì)劣勢(shì)分析，明確了一汽轎車(chē)目前應(yīng)采取扭轉(zhuǎn)型戰(zhàn)略，在自主創(chuàng)新方面應(yīng)采取“引進(jìn)-消化吸收-再創(chuàng)新的”的發(fā)展模式。并根據(jù)這種發(fā)展模式提出了建議和措施。 最后通過(guò)制定了一汽轎車(chē)的發(fā)展策略，從產(chǎn)品定位策略，分銷(xiāo)策略和營(yíng)銷(xiāo)組合策略三方面提出了自己的見(jiàn)解。在產(chǎn)品定位策略上，紅旗品牌要采取豪華車(chē)型定位策略，奔騰品牌采取性?xún)r(jià)比取勝的定價(jià)策略。在分銷(xiāo)策略上，明確了紅旗品牌應(yīng)分網(wǎng)銷(xiāo)售，保證其自主豪華車(chē)的地位。在營(yíng)銷(xiāo)組合策略方面，分別從產(chǎn)品策略、定價(jià)策略、文化營(yíng)銷(xiāo)和擴(kuò)展海外市場(chǎng)等四個(gè)方面進(jìn)行了闡述。
[Abstract]:Since China joined the WTO, the automobile industry has carried on the overall competition time, under this kind of environment, how to create the automobile independent brand which has the independent intellectual property right, has become the main question which develops our country automobile industry. As the main force of FAW Group's independent brand, the development of its own brand will have a great impact on the development of FAW Group and China's independent automobile brand. The red flag brand of FAW sedan is the originator of the independent brand of automobile in our country. Although it has passed through the glorious years, it has shown mediocre performance in today's rapid economic development. Although the independent brand Pentium and Eurocar launched by FAW sedan have been brilliant, But on the whole, it is still in the gap between imported brands to survive, and the core competitiveness of enterprises is still at a relatively low level. In view of the plight of FAW cars at present, and the three independent brands of FAW cars-Red Flag, Pentium, and Euro Brand, From the point of view of product strategy and market strategy, this paper points out the problems that have appeared in all aspects of these three brands, such as the deviation of market positioning of Red Flag brand. The blunders of Pentium's marketing strategy and the development of the Orang brand point out the current predicament of FAW's car brands. In order to probe into the development strategy of FAW car's independent brand, this paper points out that FAW car's current problems are also the problems faced by our country's auto independent brand car, starting with the present development situation of domestic and foreign auto independent brand. It is pointed out that the development of foreign auto independent brands can be used for reference and enlightenment of our country's auto independent enterprises and FAW cars. Brand theory and marketing theory should be used to study the independent brand problem. Through the combination of theoretical research and practical research, extensive and in-depth investigation and research have been carried out, and the problems existing in the survival and development of FAW car's independent brand have been studied. Thus effectively put forward the relevant suggestions and measures to solve the problem, clear the market positioning of FAW car brand, mainly for the Red Flag brand should be positioned in high-end luxury models, to establish the brand image as the main purpose. Pentium brand should highlight the advantage of price-performance, and the brand should highlight the personality-oriented market positioning. Based on the SWOT analysis and the analysis of the advantages and disadvantages of FAW cars, this paper makes it clear that FAW cars should adopt the strategy of torsion at present, and adopt the development mode of "introducing, digesting, absorbing and reinventing" in the aspect of independent innovation. Suggestions and measures are put forward according to this development model. Finally, the development strategy of FAW car is formulated, and the author puts forward his own opinion from three aspects: product orientation strategy, distribution strategy and marketing combination strategy. In the product positioning strategy, the red flag brand should adopt the luxurious vehicle model localization strategy, the Pentium brand adopts the performance price ratio to win the pricing strategy. In the distribution strategy, the red flag brand should be divided into network sales, to ensure the status of its own luxury car. In terms of marketing mix strategy, this paper expounds four aspects: product strategy, pricing strategy, cultural marketing and expanding overseas market.
【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】：2013
【分類(lèi)號(hào)】：F274;F426.471

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