一汽—大众多品牌管理策略研究

发布时间：2018-01-31 13:51

本文关键词： 品牌管理多品牌子品牌品牌定位　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：高速发展的中国汽车市场,吸引了来自全世界汽车制造商参与到中国市场的竞争。随着国际知名汽车厂商参与中国汽车市场竞争,新产品、新车型投放数量剧增,同一细分市场的产品趋于相对饱和,同质化竞争严重,品牌区分成为影响消费者购买决策的重要因素。一汽-大众作为国内领先的汽车企业,大众品牌目前有8个产品系列品牌,部分产品系列品牌已经或计划衍生相应的子产品品牌。随着市场竞争激烈化,原本各自定位明晰、细分市场明确的各系列品牌的界限变得越来越模糊,出现品牌“内耗”;同时在推出新的品牌和子系列产品时,企业品牌影响较弱导致新品牌和新产品市场接受度和销量表现不尽如人意;另外在汽车后市场服务领域也尝试推出了服务品牌,但由于缺乏系统的推广策略和保障措施,推广效果收效甚微。本文通过对一汽-大众多品牌管理内部经营环境的分析,结合当前多品牌管理发展现状,并通过对市场环境的分析和行业内的横向比对,总结出一汽-大众旗下多品牌管理的优势、劣势、机遇和威胁,再通过对市场营销学理论的深入研究,为多品牌管理给出优化策略和实施措施。强势品牌的打造非一日之功,需要持续的、科学性的品牌管理。一汽-大众能在成为国内市场领先者,品牌管理是有一定基础的。在市场竞争激烈化以及旗下品牌越来越多的情况下,一汽-大众当前品牌工作重点在于构建层次分明的家族化品牌体系,明晰各品牌定位、明确细分市场。同时,由于品牌管理是一项必须持续进行才能产生效果的工作,需纳入长期的战略。并需要有效的保障机制来保证品牌管理工作的落地执行。首先在组织机构上,为了支持品牌管理战略推进,应分别从管理层和业务层进行管控,整合公司品牌和产品品牌建设的力量,对总体品牌战略进行统一规划并保证实施。在品牌推广过程中,应对广告创意、媒体投放、市场公关、终端促销、车展和VI应用等方面进行整合管理,确保市场沟通活动持续地传播品牌的核心理念,强化客户对品牌价值的理解。通过本文的深入研究能为一汽-大众品牌管理的提升提供帮助,提升企业品牌资产,提高客户品牌忠诚度,促进销量和市场份额提升,并增加“品牌溢价”,支持企业健康可持续发展,在行业竞争中保持竞争优势。
[Abstract]:The rapid development of China's auto market has attracted the world's auto manufacturers to participate in the competition in the Chinese market. With the international well-known automobile manufacturers participate in the Chinese auto market competition, new products. The number of new models is increasing dramatically, the products of the same market tend to be relatively saturated, and the homogeneous competition is serious. Brand differentiation has become an important factor affecting consumer purchase decision. FAW-VW, as a leading automobile enterprise in China, has 8 product series brands. Some product series brands have been or are planned to derive corresponding sub-product brands. With the fierce competition in the market, their respective positioning is clear, and the boundaries of each series brands with clear market segmentation become more and more blurred. The emergence of brand "internal friction"; At the same time, when introducing new brands and sub-series products, the weak influence of enterprise brand leads to the unsatisfactory market acceptance and sales performance of new brands and new products. In addition, the service brand is also tried to be introduced in the field of service after the automobile market, but due to the lack of systematic promotion strategy and safeguard measures. Through the analysis of FAW-VW multi-brand management internal business environment, combined with the current development of multi-brand management, and through the analysis of the market environment and horizontal comparison within the industry. Summarize the strengths, weaknesses, opportunities and threats of FAW-VW multi-brand management, and then through the in-depth study of marketing theory. For multi-brand management to give the optimization strategy and implementation measures. The establishment of strong brand not in a single day, the need for sustained, scientific brand management. FAW-VW can become a leader in the domestic market. Brand management has a certain foundation. Under the situation of fierce market competition and more and more brands, FAW-VW 's current brand work focuses on building a hierarchical family brand system. At the same time, because brand management is a work that must be carried on continuously to produce effect. Need to incorporate a long-term strategy. And need an effective safeguard mechanism to ensure the implementation of brand management. First of all in the organization to support the brand management strategy. We should manage and control from the management and business level, integrate the strength of brand and product brand construction, plan the overall brand strategy and ensure the implementation. In the process of brand promotion, we should deal with the advertising creativity. Media placement, market public relations, terminal promotion, auto show and VI application integration management to ensure that market communication activities continue to spread the core concept of the brand. Strengthen customer's understanding of brand value. Through the in-depth study of this paper, we can provide help for FAW-VW brand management, enhance corporate brand equity, improve customer brand loyalty. Promote sales and market share increase, and increase "brand premium" to support the healthy and sustainable development of enterprises, maintain competitive advantage in the industry competition.
【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】：F273.2;F426.471

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