基于供应链协同的我国轿车自主品牌建设研究

发布时间：2018-04-27 06:14

本文选题：轿车自主品牌 + 品牌建设　；参考：《上海师范大学》2009年硕士论文

【摘要】： 随着产品同质化趋势的加强,现在市场竞争的重点已由过去的产品竞争转为品牌竞争。轿车行业亦是如此,中国的轿车市场正渐渐步入品牌竞争时代,成为国外品牌和我国自主品牌竞技的舞台。我国轿车的自主品牌建设本来就起步晚、底子薄,在国外品牌已占据主导的情况下,我国自主品牌轿车如何缩小差距,取得市场竞争优势已成为我国轿车工业面临的重大问题。怎样建设我国轿车的自主品牌呢?国内外学者对此进行了大量的研究,并取得了一些成果,主要是基于创新、质量、服务、形象、管理等影响品牌建设因素的研究。现如今,企业之间的竞争已转变为供应链之间的竞争,轿车工业的供应链管理也成为研究的热点。因此,建设我国轿车自主品牌要将两者结合起来,通过加强供应链管理,使各节点企业通力协作,为自主品牌建设打造良好的上下游环境,来共同建设自主品牌。本文首先分析了我国轿车自主品牌发展现状及存在的问题,论述了我国轿车自主品牌建设的重要性。然后从供应链角度分析了我国轿车自主品牌建设的上下游环境,并构建了品牌建设模型,提出我国轿车自主品牌建设的相关策略。最后从供应链协同角度出发,提出建设我国轿车自主品牌的相关建议。
[Abstract]:With the trend of product homogenization, the emphasis of market competition has changed from product competition to brand competition. China's car market is gradually stepping into the era of brand competition and has become the stage of competition between foreign brands and our own brands. The independent brand construction of our country car started late, the foundation is thin, under the condition that the foreign brand has occupied the leading position, how to narrow the gap and obtain the market competition advantage has become the important problem that our country car industry faces. How to build our own car brand? Scholars at home and abroad have done a lot of research on this, and made some achievements, mainly based on innovation, quality, service, image, management and other factors affecting brand building. Nowadays, competition among enterprises has been transformed into competition between supply chains, and supply chain management in car industry has become a hot topic. Therefore, it is necessary to combine the two to build independent brands of cars in our country. By strengthening supply chain management and making the enterprises of each node cooperate with each other, we should create a good upstream and downstream environment for the construction of our own brands, and build our own brands together. This paper first analyzes the present situation and existing problems of auto independent brand in our country, and discusses the importance of building independent brand of car in our country. Then it analyzes the upstream and downstream environment of car independent brand construction in China from the point of view of supply chain, constructs the brand building model, and puts forward the relevant strategies of auto independent brand construction in China. Finally, from the point of view of supply chain coordination, the paper puts forward some suggestions on building our own car brand.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F426.471

【引证文献】