本文關(guān)鍵詞：L公司在中國(guó)的品牌戰(zhàn)略分析　出處：《蘇州大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 品牌 品牌定位 品牌傳播

【摘要】：二十一世紀(jì)以來(lái)中國(guó)汽車(chē)市場(chǎng)的飛速發(fā)展,全球各大汽車(chē)零部件生產(chǎn)廠商紛紛到中國(guó)建立合資和獨(dú)資廠,不完全統(tǒng)計(jì),零部件企業(yè)總數(shù)超過(guò)10,000家(規(guī)模企業(yè)不到6000家)。在此背景下,并非很知名的外資零部件供應(yīng)商如何在競(jìng)爭(zhēng)非常激烈的環(huán)境中生存并獲得更多的市場(chǎng)份額,品牌的戰(zhàn)略實(shí)施非常重要。本論文應(yīng)用基本的品牌理論,結(jié)合中國(guó)汽車(chē)零部件行業(yè)實(shí)際情況,對(duì)L企業(yè)的“品牌戰(zhàn)略”進(jìn)行梳理,同時(shí)分析其現(xiàn)狀和存在的問(wèn)題,然后在分析的基礎(chǔ)上進(jìn)行品牌的戰(zhàn)略管理,不斷讓L企業(yè)的品牌被中國(guó)汽車(chē)市場(chǎng)的主要客戶(hù)所接受和青睞!不斷擴(kuò)大L企業(yè)的市場(chǎng)份額,提升企業(yè)形象和企業(yè)的核心競(jìng)爭(zhēng)力。首先,通過(guò)L企業(yè)在中國(guó)目前的銷(xiāo)售策略狀況和業(yè)務(wù)表現(xiàn)進(jìn)行分析,尤其對(duì)產(chǎn)品類(lèi)型和客戶(hù)群進(jìn)行分析,有利于企業(yè)進(jìn)行回顧和思考細(xì)分產(chǎn)品市場(chǎng)和客戶(hù),合理進(jìn)行品牌戰(zhàn)略管理(確定品類(lèi)、品名、進(jìn)行品牌定位、品牌發(fā)展和品牌傳播、最終品牌國(guó)際化。)再次,通過(guò)L企業(yè)在品牌戰(zhàn)略管理,提高L企業(yè)在中國(guó)汽車(chē)零部件行業(yè)核心競(jìng)爭(zhēng)力,增加市場(chǎng)份額。最后,通過(guò)L企業(yè)在中國(guó)的品牌戰(zhàn)略管理經(jīng)驗(yàn),可以供給中國(guó)本土汽車(chē)零部件企業(yè)參考和借鑒。
[Abstract]:Since the rapid development of China's automobile market since twenty-first Century, the major auto parts manufacturers in the world have come to China to establish joint ventures and sole proprietorship factories. Incomplete statistics show that the total number of spare parts enterprises is more than 10000 (less than 6000 scale enterprises). Under this background, it is very important for a foreign brand supplier to survive and win more market share. The application of brand basic theory, combined with the actual situation of Chinese automobile parts industry, combing L enterprises "brand strategy", and analyzes its current situation and existing problems, and then carry on the strategic management of brand on the basis of the analysis, we make L enterprise brand is the main customers China car market acceptance and favor! To expand the L enterprise market share, enhance the core competitiveness of enterprises and enterprise image. First of all, analyze the current situation in China sales strategy and business performance through L enterprise, especially for the type of product and customer base analysis, help enterprises to review and think of market segments and customers, reasonable brand management strategy (to determine the category, product name, brand positioning, brand development and brand communication, finally brand internationalization. ) again, through the L enterprise in the brand strategy management, improve the core competitiveness of L enterprises in China's auto parts industry and increase market share. Finally, through the brand strategy management experience of L enterprises in China, we can provide reference and reference for Chinese local auto parts enterprises.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F416.72;F272

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本文編號(hào)：1340019