宝钢汽车板品牌的研究

发布时间：2018-04-12 06:25

本文选题：宝钢 + 汽车板　；参考：《上海交通大学》2009年硕士论文

【摘要】： 在纷繁复杂的世界,品牌有效地使产品和服务差异化,降低购买的风险和复杂性,并传播产品或服务所能够提供的利益,培养情感,建立信任。过去对品牌比较重视的往往是从事消费品领域的企业。因为消费品行业的客户分布面广,客户对产品和技术指标信息了解不多,决策常常无法做到非常理性,因此企业可以通过品牌以比较高的效率来传递信息、引导消费者。但是在工业品市场,面对的最终客户是企业,客户数量也非常少,对产品的质量、技术指标、价格行情等非常熟悉,对企业的交货期、服务、能否长期供货等内部情况也非常了解,在购买过程中决策非常理性,品牌能够传递的信息非常有限,因此品牌似乎并不是十分重要的,学术界对工业产品品牌的研究也不是很多。根据作者在单位的多年的工作经验,事实上,在工业品市场上,品牌资产比在消费品市场上更加重要,同质化产品和个性化需求之间越来越尖锐的矛盾预示着未来的营销之战将是品牌之战,是为获得品牌主导地位而进行的战争,这也是作者开展宝钢汽车板品牌研究的出发点和立足点。本论文主要是结合国际上比较成熟的工业品品牌理论、国内汽车行业的发展阶段和宝钢汽车板的具体实践,通过对国内汽车用户和汽车板市场的分析,以品牌理论为指导,并应用联合分析(Conjoint Analysis)方法,对宝钢汽车板品牌做了具体研究,明确宝钢汽车板的客户需求、细分客户类别、重点客户群,制定了了宝钢汽车板品牌定位、价值、特质、战略,并研究了品牌宣传和沟通的策略和措施,以强化用户对宝钢汽车板品牌的理解和掌握,进而根据以上的研究,认真思考了工业品品牌管理的未来前景和发展展望。希望本论文能够有效指导工业品品牌的营销实践,引领宝钢汽车板乃至中国钢铁企业品牌发展,在国际市场上获得更大的竞争优势。
[Abstract]:In a complex world, brands can effectively differentiate products and services, reduce the risk and complexity of buying, and spread the benefits that products or services can offer, cultivate emotions, and build trust.In the past, more attention to the brand is often engaged in the field of consumer goods enterprises.Because of the wide distribution of customers in the consumer goods industry, the customers do not know much about the product and technical indicators, and the decision-making is often unable to be very rational, enterprises can pass the information through the brand with high efficiency to guide consumers.However, in the industrial products market, the final customers are the enterprises, and the number of customers is very small. They are very familiar with the quality of products, technical indicators, price quotes, and so on. They are very familiar with the delivery time and service of the enterprises.Internal situations such as long-term availability are well understood, decisions are very rational in the purchase process and the information that brands can deliver is very limited, so brands do not seem to be very important.The academic circles to the industrial product brand research is also not many.In fact, brand equity is more important in the industrial market than in the consumer goods market, according to the author's many years of work experience in the unit.The increasingly sharp contradiction between homogenized products and personalized needs indicates that the future marketing war will be a battle for brands, a war for brand dominance.This is also the starting point and foothold of the research of Baosteel automobile plate brand.This paper mainly combines the international mature industrial product brand theory, the domestic automobile industry development stage and the Baosteel automobile plate concrete practice, through the analysis to the domestic automobile user and the automobile plate market, takes the brand theory as the instruction.Using the method of joint analysis, this paper makes a concrete study on the automobile plate brand of Baosteel, clarifies the customer demand, subdivides the customer category, and establishes the brand positioning, value, characteristics and strategy of Baosteel automotive plate brand.The strategies and measures of brand propaganda and communication are studied in order to strengthen the users' understanding and mastery of Baosteel automobile plate brand. According to the above research, the future prospects and development prospects of industrial brand management are seriously considered.It is hoped that this paper can effectively guide the marketing practice of industrial brand, lead Baosteel automobile plate and even Chinese iron and steel enterprise brand to develop, and gain greater competitive advantage in the international market.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：U465.11;F273.2

【引证文献】