大众品牌在中国的整合营销策略研究

发布时间：2018-03-03 20:03

本文选题：大众汽车品牌　切入点：品牌整合　出处：《吉林大学》2009年硕士论文　论文类型：学位论文

【摘要】： 国际著名的汽车企业大都建立起了自己的集团品牌,如大众,通用等。在集团品牌下,由于细分市场的产品线分布不同,所以很多大企业为细分市场的产品线建立了产品线品牌,如大众旗下拥有的奥迪系列,斯柯达系列,大众系列;通用旗下拥有的别克系列,陆虎系列,沃尔沃系列,共同存在于中国这个人口众多,幅员辽阔,情况复杂的巨大市场之中,并且在不同程度上出现了集团品牌旗下的产品线品牌定位与市场细分区隔不清,互相影响,互相牵制,互相抢占市场份额的现象。以此为背景,本文试图根据品牌整合营销理念,从分析汽车品牌在中国的营销环境与现状入手,重新设计大众汽车在中国的品牌形象,品牌结构和关系整合,产品品牌营销策略,对公司的集团品牌与产品线品牌以及产品品牌之间的关系进行整合,使得产品线品牌和产品品牌在细分市场获得成功的同时,集团品牌亦不断增值,最后分析和阐述上述营销策略的实施方案,为公司的品牌整合营销提供科学的决策参考。
[Abstract]:Most of the world famous automobile enterprises have established their own group brands, such as Volkswagen, General Motors, etc. Under the group brands, due to the different distribution of product lines in the market segments, So many big companies have established product line brands for product lines that segment the market, such as VW's Audi, Skoda, Volkswagen, General Motors Buick, Land Rover, Volvo, Co-existing in China, a huge market with a large population, vast territory and complex situation, and in varying degrees, the positioning of the product line brand under the group brand and the market segmentation are not clear, affect each other, and contain each other. The phenomenon of grabbing market share from one another. Based on this background, this paper attempts to redesign the brand image, brand structure and relationship integration of Volkswagen in China, starting with the analysis of the marketing environment and current situation of automobile brands in China based on the concept of brand integration marketing. The marketing strategy of product brand integrates the relationship between group brand, product line brand and product brand, which makes the product line brand and product brand gain success in market segmentation, and the group brand also adds value continuously. Finally, the implementation of the above marketing strategy is analyzed and expounded to provide a scientific decision-making reference for the brand integrated marketing of the company.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】