一汽红旗轿车自主品牌建设问题的研究
发布时间：2018-08-14 11:54
【摘要】： 随着中国经济的发展,汽车进入家庭,但中国人在选择轿车的时候却不会首选自主品牌轿车,中国是汽车消费大国,汽车产业也已经成为中国经济的支柱产业,因此发展自主品牌轿车是中国经济发展的需要,红旗作为中国轿车的典型代表,进行品牌建设尤其重要。 品牌建设理念是汽车行业中最重要的指导思想。本文作者想通过品牌建设进一步的提高红旗轿车的市场竞争力。本文首先阐述了红旗轿车的发展历程,分析了红旗品牌建设的迫切性。其次介绍了红旗轿车在品牌建设过程中所遇到的机遇和面临的挑战。最后是本文分析问题和解决问题部分,本文针对红旗轿车的市场定位,创新能力,产品品质,营销方式及服务手段一一给出对策。品牌建设的目的在于帮助红旗轿车进一步提高顾客满意度和忠诚度,提高红旗轿车的市场竞争力,增加更多的市场份额,建立持久的竞争优势,以在激烈的汽车行业竞争中取胜。
[Abstract]:With the development of China's economy, cars enter the family, but Chinese people do not choose their own brand cars when choosing sedan. China is a big automobile consuming country, and the automobile industry has also become a pillar industry of the Chinese economy. Therefore, the development of independent brand cars is the need of China's economic development, red flag as a typical representative of Chinese cars, brand building is particularly important. Brand building idea is the most important guiding ideology in automobile industry. The author of this paper wants to further improve the market competitiveness of Hongqi sedan through brand building. This article first elaborated the red flag car development course, analyzed the red flag brand construction urgency. Secondly, the paper introduces the opportunity and challenge of Red Flag car in the process of brand building. The last part is the analysis of the problem and the solution of the problem. This paper gives the countermeasures for the market orientation, innovation ability, product quality, marketing method and service means of Hongqi sedan. The purpose of brand building is to help Red Flag sedan to further improve customer satisfaction and loyalty, improve the market competitiveness of Red Flag cars, increase more market share, and establish a lasting competitive advantage. To win in the fierce competition in the auto industry.
【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
本文编号：2182781
[Abstract]:With the development of China's economy, cars enter the family, but Chinese people do not choose their own brand cars when choosing sedan. China is a big automobile consuming country, and the automobile industry has also become a pillar industry of the Chinese economy. Therefore, the development of independent brand cars is the need of China's economic development, red flag as a typical representative of Chinese cars, brand building is particularly important. Brand building idea is the most important guiding ideology in automobile industry. The author of this paper wants to further improve the market competitiveness of Hongqi sedan through brand building. This article first elaborated the red flag car development course, analyzed the red flag brand construction urgency. Secondly, the paper introduces the opportunity and challenge of Red Flag car in the process of brand building. The last part is the analysis of the problem and the solution of the problem. This paper gives the countermeasures for the market orientation, innovation ability, product quality, marketing method and service means of Hongqi sedan. The purpose of brand building is to help Red Flag sedan to further improve customer satisfaction and loyalty, improve the market competitiveness of Red Flag cars, increase more market share, and establish a lasting competitive advantage. To win in the fierce competition in the auto industry.
【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】
相关硕士学位论文 前1条
1 高洪祥;案例研究：广汽集团跨区域扩张战略[D];华南理工大学;2012年
，本文编号：2182781
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2182781.html
