苏州金龙海格客车品牌资产实证分析

发布时间：2018-05-08 13:22

本文选题：品牌 + 品牌资产　；参考：《苏州大学》2008年硕士论文

【摘要】： 伴随着中国汽车工业的发展,中国客车工业也进入了一个崭新的发展时代。在国内行业竞争日益白热化的同时,中国客车企业又直面挑战昂首迈进国际市场。如何在国内竞争中突出重围,如何应对国际市场严峻的考验,已经成为中国客车制造企业生产和发展必需研究和解决的重要课题。实施品牌战略、准确地对自身进行品牌定位、构建强势品牌是中国客车企业取得优势,持续发展的源动力。对于客车品牌资产的实证分析在国内客车制造企业中尚未得到深入的研究和实践。品牌落后使部分客车企业难以形成系统的、综合的、持久的竞争力。本文以海格客车品牌资产为实证研究对象,在以下方面进行了探讨。首先围绕着品牌的内涵和品牌资产的国内外研究现状进行了理论性分析,并进一步提出了品牌资产的实证分析和研究模型;通过问卷调研的形式,针对海格客车的经销商和使用客户,我们抽取了国内10个具有代表性的城市作为采集样本的地点,充分运用较为成熟的品牌资产实证分析模型,对苏州金龙海格客车在品牌知名度、品牌认知度、品牌联想度、品牌忠诚度等四个方面进行全方位的实证分析和研究,并在分析结果的基础上从这四个方面提出相应的提升海格客车品牌的策略,以达到提高海格客车品牌资产的目的。在结束部分,本文对海格客车品牌资产作了进一步思考,提出在品牌资产管理和保护,品牌延伸等方面还需要我们做更加深入的分析和研究,更全面地处理和解决客车企业自身的品牌问题。
[Abstract]:With the development of China's automobile industry, China's bus industry has entered a new era of development. At the same time, the domestic industry competition is becoming increasingly fierce, Chinese bus enterprises face the challenge to head into the international market. It has become an important subject for the production and development of Chinese bus manufacturing enterprises to study and solve how to break through the tight encirclement in the domestic competition and how to deal with the severe test of the international market. Carrying out the brand strategy, accurately positioning the brand and building a strong brand are the source power for the Chinese bus enterprises to gain advantages and develop continuously. The empirical analysis of bus brand equity has not been thoroughly studied and practiced in domestic bus manufacturing enterprises. Brand backwardness makes it difficult for some bus enterprises to form systematic, comprehensive and lasting competitiveness. This paper takes Hagrid bus brand equity as the empirical research object and discusses the following aspects. First of all, around the connotation of the brand and the domestic and foreign research status of brand equity for theoretical analysis, and further put forward the empirical analysis and research model of brand equity; through the form of questionnaire survey, For the dealers and customers of Hagrid bus, we take 10 representative cities as sampling sites, and make full use of the more mature empirical analysis model of brand equity. To Suzhou Jinlong Hagrid bus in the brand awareness, brand awareness, brand association, brand loyalty, four aspects of the overall empirical analysis and research, On the basis of the analysis results, this paper puts forward the corresponding strategies to promote the brand of Hagrid bus from these four aspects, in order to achieve the purpose of raising the brand equity of Hagrid bus. In the final part, this paper makes further thinking on the brand equity of Hagrid bus, and points out that we need to do more in-depth analysis and research on the management and protection of brand equity, brand extension and so on. Deal with and solve the brand problems of bus enterprises more comprehensively.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471

【参考文献】