KL大中型客车公司品牌定位研究

发布时间：2019-06-11 21:36

【摘要】： 中国已经成为世界级大中型客车生产大国,而且近年来出口增长也异常迅猛,占据了世界大中型客车40%以上的产量和市场份额。中国拥有众多优秀的大中型客车企业,KL客车公司是其中的典型代表。虽然各个企业都有自己的品牌,但真正算得上有品牌定位并且定位得比较成功的,屈指可数。由于KL公司在中国大中型客车行业中极具典型性和代表性,本文选取其作为研究对象,希冀能通过对KL公司品牌定位的研究,为中国大中型客车行业的品牌定位工作提供一些有价值的参考。本文首先对菲利普·科特勒、唐·舒尔茨、杰克·特劳特的品牌和定位理论,以及相应的品牌定位策略和方法进行了一定的研究综述,由此总结出了品牌定位过程、品牌核心优势体现、品牌定位的承继和延伸、品牌定位实践手段、品牌提升效果这五个主要的品牌定位评价标准。接着,对KL公司的历史、产品、市场及经营状况进行了充分的分析,重点对其品牌定位的演变过程以及现行品牌定位的产生历程进行了仔细的探讨,得出了KL公司现行品牌定位基本合适的结论。同时,对KL公司品牌定位的走向做出了扩大、聚焦、情感三个可能走向的判定,也对KL公司品牌定位未来的延伸方向,从品牌主张和品牌传播指导方向两方面做出了作者自己的建议。
[Abstract]:China has become a world-class large and medium-sized bus production country, and in recent years export growth is also extremely rapid, accounting for more than 40% of the world's large and medium-sized passenger cars output and market share. China has many excellent large and medium-sized bus enterprises, KL bus Company is one of the typical representatives. Although each enterprise has its own brand, but it can be regarded as a brand positioning and positioning more successful, very few. Because KL company is very typical and representative in the large and medium-sized bus industry in China, this paper selects it as the research object, hoping to provide some valuable reference for the brand positioning work of large and medium-sized bus industry in China through the research on the brand positioning of KL company. Firstly, this paper summarizes the brand and positioning theory of Philip Kotler, Don Schultz and Jack Traute, as well as the corresponding brand positioning strategies and methods, and summarizes the five main brand positioning evaluation criteria: brand positioning process, brand core advantage embodiment, brand positioning inheritance and extension, brand positioning practice means, brand promotion effect. Then, the history, products, market and management of KL company are fully analyzed, and the evolution process of brand positioning and the emergence process of current brand positioning are discussed carefully, and the conclusion that the current brand positioning of KL company is basically suitable is drawn. At the same time, the author also makes his own suggestions on the future extension direction of KL brand positioning from two aspects: brand proposition and brand communication guidance.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F426.471;F273.2

【共引文献】