中国重汽集团品牌国际化战略研究

发布时间：2018-01-22 20:27

本文关键词： 品牌战略品牌管理品牌国际化中国重汽集团　出处：《山东大学》2008年硕士论文　论文类型：学位论文

【摘要】： 未来企业间的竞争将是品牌的竞争,拥有市场比拥有工厂重要的多,而拥有市场的唯一途径是拥有占主导地位国际化的品牌。品牌国际化也将是国内汽车业未来发展的主旋律,是汽车企业发展壮大的必然选择,同样也是中国重汽集团未来成为国际知名重卡企业之一的必然选择。基于中国重汽集团品牌价值定位不准确、架构层级不规范,尚未建立起国际化品牌规划体系等管理现状。本文通过对中国重汽集团所处环境及自身资源分析后,依据其所具有自主研发能力强、制造工艺先进、拥有国内自行研发的先进MIS系统支持的强大营销网络以及优秀的管理团队等相对竞争优势。提出了中国重汽集团品牌国际化打造的总体指导思想,即“统一规划,分步实施,先易后难,逐步推进,持续营造,保持品牌连续性”。并从品牌愿景、属性、模式、价值定位、延伸管理等五个方面提出了未来中国重汽集团国际化品牌的规划思路,也就是通过品牌的核心价值(动力强劲、亲人服务、性价比高)的塑造和用户忠诚度的培育,逐步将中国重汽集团SINOTRUK品牌打造拥有自主知识产权的国际知名重卡品牌之一。同时从品牌国际化操作模式、市场进入方式以及网络建设选择等几方面进一步提出了其实施品牌国际化的策略建议,即在国际市场上以自主的制造商品牌为主,借助与当地知名的经销商合作,采取先易后难的方式,分阶段分步骤的打造国际化知名品牌。本文主要的特点在于:不仅仅从品牌国际化规划、实施的理论角度来进行研究,而是充分考虑到汽车行业的特点以及中国重汽集团自身资源、实力的实际情况,立足于企业竞争优势分析来确定其品牌国际化规划思路,同时对品牌国际化如何实施进行具体分析,并提出了策略建议。
[Abstract]:The competition between enterprises in the future will be the competition of brands. Owning market is more important than owning factories. And the only way to own the market is to own the leading international brand. Brand internationalization will also be the main theme of the future development of the domestic auto industry, is the inevitable choice for the development and growth of automobile enterprises. It is also the inevitable choice for China heavy Auto Group to become one of the world famous heavy truck enterprises in the future. Based on the China heavy Auto Group brand value positioning is not accurate, the framework level is not standardized. International brand planning system has not yet been established. This paper through the analysis of the environment and its own resources of China heavy Auto Group, according to its strong independent R & D capabilities, advanced manufacturing technology. With the strong marketing network supported by the domestic advanced MIS system and the excellent management team, this paper puts forward the overall guiding ideology of the brand internationalization of China heavy Auto Group. That is, "unified planning, step by step implementation, easy after difficult, step by step, continue to build, maintain brand continuity". And from the brand vision, attributes, models, value positioning. Extended management and other five aspects of the future of the China heavy Auto Group international brand planning ideas, that is, through the brand's core value (strong power, family services. The creation of cost-effective) and the cultivation of customer loyalty. Gradually build the SINOTRUK brand of China heavy Auto Group into one of the international famous heavy card brands with independent intellectual property rights. At the same time, from the brand internationalization operation mode. The market entry mode and the choice of network construction are further put forward to implement the strategy of brand internationalization, that is to say, in the international market, the independent manufacturer brand is the main. With the help of local well-known dealers, take the way of easy and difficult, step by step to build international well-known brands. The main features of this paper are: not only from the brand internationalization planning, implementation of the theoretical perspective to study, but to fully consider the characteristics of the automotive industry and the China heavy Auto Group's own resources. The actual situation of strength, based on the enterprise competitive advantage analysis to determine the brand internationalization planning ideas, at the same time, how to carry out the specific analysis of brand internationalization, and put forward some suggestions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471

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