沈阳HJ汽车有限公司中华品牌经营战略研究

发布时间：2018-12-12 04:26

【摘要】：在全球经济一体化进程不断加快的新形势下,一个企业是否具有明确而又切实可行的品牌经营战略是关系到企业生死存亡的重大问题。在国家宏观调控政策和激烈的国际竞争环境影响下,一个大型的汽车制造企业要想在风云变换的市场中赢得生存并且居于行业的领先地位,必然要在品牌的经营上下功夫。沈阳HJ汽车有限公司(以下简称HJ公司)处于复杂多变的内外部环境中,企业的生存和发展面临严峻的挑战。本文研究目的在于促进HJ公司不断适应新形势,制定并实施一套切实可行的品牌经营战略。这个战略对企业明确方向,摆脱各种不利因素,提升品牌的核心竞争力,实现健康持续发展均具有重大现实意义本文以现代品牌经营理论和企业战略管理理论为指导思想,对HJ汽车有限公司的品牌经营战略进行研究与探讨。本文共分六部分：首先,简要介绍在我国汽车行业大力发展自主品牌的行业背景和HJ公司的整体概况；其次,介绍了品牌经营理论的相关概述及品牌经营战略的重要意义；再次,对HJ公司内外部环境进行分析,在此基础上得到内外部环境SWOT分析矩阵,根据内外部环境条件的相互联系,把各种因素相互关联来加以分析,从中得出具有决策性意义的结论；接着,对HJ公司的品牌经营战略进行制定和选择,提出了HJ公司的品牌发展规划,并通过制定具体的品牌经营策略来支持品牌经营战略的实现；然后,提出了对中华品牌经营战略的控制和修正,以保证公司品牌经营战略的实施和目标的实现；最后,是本文的结束语,在对本文观点进行总结的基础上,指出本文的不足之处。
[Abstract]:Under the new situation of accelerating the process of global economic integration, whether an enterprise has a clear and feasible brand management strategy is an important issue related to the survival of an enterprise. Under the influence of the national macro-control policy and the fierce international competition environment, if a large automobile manufacturing enterprise wants to win the survival in the changing market and occupy the leading position in the industry, it must make great efforts in the management of the brand. Shenyang HJ Automobile Co., Ltd. (hereinafter referred to as HJ Company) is in the complex internal and external environment, the survival and development of enterprises face severe challenges. The purpose of this paper is to promote HJ to adapt to the new situation and to formulate and implement a set of feasible brand management strategy. This strategy will clear the direction of enterprises, get rid of all kinds of adverse factors, and enhance the core competitiveness of the brand. It is of great practical significance to realize the healthy and sustainable development. This paper takes the modern brand management theory and the enterprise strategic management theory as the guiding ideology, carries on the research and the discussion to the HJ automobile limited company brand management strategy. This paper is divided into six parts: firstly, it briefly introduces the industry background of developing independent brand in China's automobile industry and the overall situation of HJ Company; secondly, it introduces the related summary of brand management theory and the significance of brand management strategy. Thirdly, the internal and external environment of HJ company is analyzed, and on this basis, the internal and external environment SWOT analysis matrix is obtained. According to the interrelation of internal and external environment conditions, various factors are related to each other to analyze. From it, the conclusion with decision significance is obtained. Then, the brand management strategy of HJ company is formulated and selected, and the brand development plan of HJ company is put forward, and the realization of brand management strategy is supported by making specific brand management strategy. Then, it puts forward the control and revision of the Chinese brand management strategy to ensure the implementation of the company's brand management strategy and the realization of the goal. Finally, the conclusion of this paper, on the basis of summarizing the views of this paper, points out the shortcomings of this paper.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F426.471

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