上海大众（斯柯达）品牌定位与推广策略分析
发布时间：2018-10-05 15:35
【摘要】： 随着汽车行业多品牌的战略的普及与推广,品牌定位的重要性日渐凸现。如何协调好内部的品牌架构、开展有针对性的品牌营销活动,成为实施多品牌策略的关键。 上海大众在引入斯柯达品牌前后作了一系列品牌定位与推广工作,通过将斯柯达品牌与大众品牌在心理细分市场进行差异化定位,让二者相互配合、相互补充,以期获得更大的市场份额。同时,上海大众也投入了大量的人力、物力开展了一系列市场营销工作,将斯柯达的品牌内涵传递给潜在消费者。 本文主要应用科特勒的市场定位理论与特劳特的定位理论,对上海大众在斯柯达品牌定位与推广过程中的各项业务活动(细分市场分析、选择目标市场、产品构架、品牌定位方式、品牌推广步骤等)进行了深入的探讨研究,并对其中的几个关键问题(产品定位、营销传播、组织结构)提出了解决方案。 希望通过本文中针对上海大众斯柯达品牌建设过程的分析,能够为上海大众的多品牌战略实施工作提供一点帮助,进而也为中国汽车企业的品牌建设提供一点新思路。
[Abstract]:With the popularization and promotion of multi-brand strategy in automobile industry, the importance of brand positioning is becoming more and more obvious. How to coordinate the internal brand structure and carry out targeted brand marketing activities is the key to implement multi-brand strategy. Before and after introducing the Skoda brand, Shanghai Volkswagen has done a series of brand positioning and promotion work. By differentiating the Skoda brand and the popular brand in the psychological subdivision market, the two brands can cooperate and complement each other. In order to gain a greater market share. At the same time, Shanghai Volkswagen has also invested a lot of manpower and material resources to carry out a series of marketing work to transfer Skoda's brand connotation to potential consumers. This paper mainly applies Kotler's market positioning theory and Trauter's positioning theory to analyze the various business activities of Shanghai Volkswagen in the process of Skoda brand positioning and promotion (market segmentation analysis, target market selection, product structure, etc. In this paper, some key problems (product positioning, marketing communication, organizational structure) are discussed and studied deeply. It is hoped that the analysis of the construction process of Shanghai Volkswagen Skoda brand in this paper can provide a little help for the implementation of Shanghai Volkswagen's multi-brand strategy, and then provide some new ideas for the brand construction of Chinese automobile enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471
本文编号：2253926
[Abstract]:With the popularization and promotion of multi-brand strategy in automobile industry, the importance of brand positioning is becoming more and more obvious. How to coordinate the internal brand structure and carry out targeted brand marketing activities is the key to implement multi-brand strategy. Before and after introducing the Skoda brand, Shanghai Volkswagen has done a series of brand positioning and promotion work. By differentiating the Skoda brand and the popular brand in the psychological subdivision market, the two brands can cooperate and complement each other. In order to gain a greater market share. At the same time, Shanghai Volkswagen has also invested a lot of manpower and material resources to carry out a series of marketing work to transfer Skoda's brand connotation to potential consumers. This paper mainly applies Kotler's market positioning theory and Trauter's positioning theory to analyze the various business activities of Shanghai Volkswagen in the process of Skoda brand positioning and promotion (market segmentation analysis, target market selection, product structure, etc. In this paper, some key problems (product positioning, marketing communication, organizational structure) are discussed and studied deeply. It is hoped that the analysis of the construction process of Shanghai Volkswagen Skoda brand in this paper can provide a little help for the implementation of Shanghai Volkswagen's multi-brand strategy, and then provide some new ideas for the brand construction of Chinese automobile enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471
【参考文献】
相关期刊论文 前5条
1 任志新,张桂花;如何实施双品牌营销策略[J];经济论坛;2005年03期
2 童东城;实施多品牌战略 迈向国际化道路[J];汽车科技;2004年04期
3 谢三山;;浅议汽车品牌销售中的双品牌战略[J];商场现代化;2006年29期
4 苏源泉;;中国企业的品牌战略[J];陕西行政学院学报;2007年03期
5 刘艳丽;;浅谈多品牌战略的成功运用[J];天津市财贸管理干部学院学报;2007年02期
，本文编号：2253926
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2253926.html
