一汽—大众销售有限责任公司“品荐”品牌形象塑造策略研究

发布时间：2018-01-05 17:07

本文关键词：一汽—大众销售有限责任公司“品荐”品牌形象塑造策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着国内经济持续增长,居民生活水平不断提高,人们对汽车的需求也不断增加,二手车市场也随着消费者认识的不断转变而逐渐登上历史舞台。虽然与国外成熟市场相比,我国二手车市场起步较晚,但各项交易数据均显示我国二手车市场也正在飞速发展阶段,逐步向成熟市场迈进。尤其从今年来,中国汽车行业新车市场增速回落明显,而二手车则进入了发展的快车道,对整体汽车市场的拉动作用日趋明显。一汽大众奥迪于2004年推出了“AAA”二手车,并开展了二手车业务,但是由于当时国内政策和市场等多重因素,业务始终没有较大的飞跃。2009年一汽大众奥迪对二手车进行了全新的战略升级,“品荐”作为奥迪的一个子品牌应运而生。通过6年的发展,“品荐”已成为国内领先的高档二手车品牌。但随着独立二手车经销店的大规模布局,风投公司助推下的互联网二手车平台的兴起,厂商开展的品牌二手车知名度与美誉度正遭受前所未有的冲击与挑战。故如何提升“品荐”品牌知名度与好感度,成为本文研究核心。本文通过收集材料整理二手车市场发展现状,综合分析国内二手车竞争环境,从一汽-大众“品荐”品牌推广的实际需要出发,在对行业和竞争环境进行详细分析的基础上从品牌市场定位、产品分析、目标受众群体、以及竞争品牌对比等方面分析“品荐”二手车如何完成品牌形象塑造。首先,本文对“品荐”品牌自身发展历程、塑造过程进行了研究,得出现有品牌渠道知名度较低、传播方式内容存在自说自话现象,没有有效与客户互动沟通,无法触达潜在客户核心需求与痛点。其次,通过SWOT分析,得出“品荐”品牌在未来形象塑造方面,需找到适合自己的差异化路线,在目标受众上要更加精确化、明晰化,逐步以高端用户为潜在转化目标,在形象建设上继续继承母品牌的品牌价值基础上,发展适合二手车的品牌定位,主打尊贵化、专业化、感性化路线,解决客户在购买二手车过程中的痛点,建立彼此之间信任的桥梁。最后,在媒介传播上,提出需继续优化现有渠道,拓展社会化媒体,以圈层营销和深度内容营销为主体,增强软性内容开发,行成口碑效应。同时,需要进一步增加对二手车市场的研究、提供品牌推广资金保障、加强营销团队建设,以及充分发挥渠道网络经销商在品牌推广方面的联动作用,来保障“品荐”品牌塑造策略的实施效果。
[Abstract]:With the continuous growth of the domestic economy, the standard of living of residents continues to improve, and the demand for cars is also increasing. The second-hand car market has gradually stepped onto the historical stage with the constant change of consumers' understanding. Although compared with the foreign mature market, the second-hand car market in our country started relatively late. However, all the transaction data show that China's second-hand car market is also developing rapidly, gradually moving towards a mature market, especially since this year, the growth rate of the new car market of China's auto industry has dropped significantly. The second-hand car has entered the fast lane of development, and the pulling effect on the whole automobile market is becoming more and more obvious. FAW Volkswagen Audi launched the "AAA" second-hand car in 2004, and launched the second-hand car business. However, due to domestic policies and market factors, the business has never been a big leap. In 2009, FAW Volkswagen Audi carried out a new strategic upgrading of used cars. "Product recommendation" as a sub-brand of Audi came into being. Through six years of development, "product recommendation" has become a leading domestic high-grade second-hand car brand. But with the large-scale layout of independent second-hand car dealership. The rise of the Internet second-hand car platform promoted by the venture capital company, the brand used car reputation and reputation of manufacturers are being unprecedented impact and challenge. So how to improve the "product recommendation" brand awareness and good feeling. Become the core of this study. Through collecting materials to sort out the current situation of second-hand car market development, comprehensive analysis of the domestic second-hand car competition environment, from FAW-Volkswagen "product recommendation" brand promotion needs. On the basis of detailed analysis of the industry and competitive environment, from the brand market positioning, product analysis, target audience. As well as competitive brand comparison and other aspects of the "product recommendation" second-hand car how to complete the brand image. First, this paper on the "product recommendation" brand development process, molding process is studied. It is concluded that the existing brand channel is not well known, the content of communication mode has self-talk phenomenon, there is no effective interaction with customers, and can not touch the core needs and pain points of potential customers. Secondly, through SWOT analysis. It is concluded that the brand of "product recommendation" in the future image shaping, need to find a suitable way for their own differentiation, in the target audience to be more accurate, clarity, gradually high-end users for the potential transformation target. Continue to inherit the brand value of the parent brand on the basis of image construction, develop the brand positioning suitable for second-hand car, focus on the noble, professional, perceptual route, and solve the pain point in the process of purchasing second-hand car. Finally, in the media communication, the need to continue to optimize the existing channels, expand social media, to circle marketing and depth content marketing as the main body, enhance the development of soft content. At the same time, we need to further increase the research on the second-hand car market, provide funds for brand promotion, and strengthen the construction of marketing team. And give full play to the linkage role of channel network dealers in brand promotion to ensure the implementation effect of "product recommendation" brand shaping strategy.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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