解放汽车有限公司重型货车品牌营销策略研究

发布时间：2018-04-25 22:23

本文选题：解放 + 重型货车　；参考：《西安理工大学》2008年硕士论文

【摘要】： 随着中国加入WTO,中国的汽车市场正在逐步转型为世界汽车市场的一部分。全球化发展使中国重型货车市场处于激励的竞争格局。相对于国外的著名重型货车品牌,解放汽车有限公司的重型货车的品牌影响力较弱,而未来的竞争是品牌间的竞争,为应对未来重型货车市场残酷的竞争环境,品牌的建设与完善成为企业发展的当务之急。本文研究的目的就是从品牌的角度对解放重型货车的营销策略提出完善方案。本论文采用了多种的调查和研究手段,综合运用企业品牌营销、数理统计中的分析方法,了解解放重型货车品牌的历史传承,理性探寻解放重型货车品牌的发展道路,理清解放重型货车品牌营销的现状及存在问题,并在此基础上为解放重型货车设计品牌营销建设规划。论文首先界定品牌营销的相关概念及理论基础,为解放重型货车营销策略的规划提供理论依据。通过重型货车的市场营销环境分析,分析了重型货车市场的需求趋势及消费者特征,探讨了解放重型货车发展的机会及威胁,并通过对解放及主要竞争对手竞争力强势的评估,确定了解放重型货车的竞争地位。本文基于品牌营销的相关理论对解放重型货车的品牌营销现状进行了重点阐述,剖析了解放重型货车在品牌营销中存在的问题,运用品牌营销相关理论、价值分析矩阵等方法,制定了解放重型货车的品牌营销策略,提出了解放重型货车在品牌营销策略的具体实施。通过本文的研究,对解放及国内重型货车市场其它品牌的发展提供一定理论基础和参考建议。
[Abstract]:With China's entry into WTO, China's auto market is gradually transforming into a part of the world auto market. The globalization development causes the Chinese heavy truck market to be in the incentive competition pattern. Compared with the famous foreign heavy-duty truck brands, the brand influence of the heavy-duty trucks of Jiefang Automobile Co., Ltd. is weak, while the future competition is the competition among the brands, in order to deal with the cruel competition environment of the future heavy truck market, The construction and perfection of brand becomes the urgent matter of enterprise development. The purpose of this paper is to perfect the marketing strategy of liberating heavy truck from the perspective of brand. This paper adopts many kinds of investigation and research means, synthetically uses the enterprise brand marketing, the mathematical statistics analysis method, understands the liberation heavy truck brand historical inheritance, the rational exploration liberates the heavy truck brand the development road, This paper clarifies the present situation and existing problems of the brand marketing of liberating heavy goods vehicles, and on this basis, designs the brand marketing construction plan for the liberation heavy trucks. Firstly, this paper defines the related concepts and theoretical basis of brand marketing, and provides theoretical basis for the planning of the marketing strategy of liberating heavy goods vehicles. Through the analysis of the marketing environment of heavy goods vehicles, this paper analyzes the demand trend and consumer characteristics of heavy goods vehicle market, probes into the opportunities and threats of the development of liberating heavy goods vehicles, and evaluates the strong competitiveness of liberation and its main competitors. The competitive position of liberating heavy trucks was determined. Based on the relevant theories of brand marketing, this paper focuses on the current situation of the brand marketing of the liberation heavy goods vehicles, analyzes the problems existing in the brand marketing of the liberation heavy goods vehicles, and applies the relevant theory of brand marketing, the value analysis matrix and other methods. This paper formulates the brand marketing strategy of liberating heavy goods vehicle, and puts forward the concrete implementation of the brand marketing strategy of liberating heavy truck. Through the research of this paper, it provides some theoretical basis and reference suggestions for the liberation and the development of other brands in the domestic heavy truck market.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F274;F426.471

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