一汽集团自主品牌战略研究

发布时间：2018-04-28 02:58

本文选题：汽车产业 + 自主品牌　；参考：《吉林大学》2009年硕士论文

【摘要】： 品牌战略是现代企业发展战略中最重要的内容之一,是一个企业能否获得快速发展并在市场中取得优势地位的重要因素。一汽集团是中国最大的汽车生产企业之一,是新中国汽车工业的摇篮,其“解放”、“红旗”等品牌具有悠久的历史,但是随着汽车市场的发展,一汽集团的自主品牌产品的市场竞争力和对集团公司的利润贡献度正呈现下降趋势,这已成为一汽集团提升企业实力的最亟待解决的问题。 2008年以来的世界性的经济危机对全球汽车产业造成了巨大的影响,汽车产业格局发生了重大变化,同时,中国汽车市场却异常的迅速成长,到2009年10月,全国汽车产量已达1000万辆,这是中国汽车产业千载难逢的重大机遇,也为一汽集团推进自主品牌战略提供了历史机遇和外部条件。本文通过对一汽集团推进自主品牌战略的外部环境、内部条件已经SWOT分析,归纳、总结了一汽集团推进自主品牌战略的优势、劣势、机会和威胁,有针对性的制定了相应的自主品牌发展策略,并从自主品牌战略实施的几个方面,详细论述了一汽集团自主推进自主品牌战略过程中需要着手解决的问题。
[Abstract]:Brand strategy is one of the most important contents in modern enterprise development strategy. It is also an important factor whether an enterprise can obtain rapid development and gain an advantage position in the market. FAW Group is one of the largest automobile manufacturers in China and the cradle of new China's automobile industry. Its "liberation" and "Red Flag" brands have a long history, but with the development of the automobile market, The market competitiveness and profit contribution of FAW Group's independent brand products are declining, which has become the most urgent problem for FAW Group to enhance the strength of enterprises. Since 2008, the global economic crisis has had a great impact on the global automobile industry. The pattern of the automobile industry has changed significantly, while the Chinese auto market has grown unusually rapidly, until October 2009. China's automobile production has reached 10 million vehicles, which is an important opportunity for China's automobile industry, and also provides historical opportunities and external conditions for FAW Group to promote its own brand strategy. Based on the external environment of FAW Group's promotion of its own brand strategy, the internal conditions have been analyzed by SWOT, and summarized the advantages, disadvantages, opportunities and threats of FAW Group's promotion of its own brand strategy. The corresponding independent brand development strategy is formulated, and from several aspects of the implementation of the independent brand strategy, the paper discusses in detail the problems that need to be solved in the process of independent promotion of the independent brand strategy of FAW Group.
【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】：F426.471

【引证文献】