江西蓝天驾校品牌竞争力分析与评价

发布时间：2019-07-06 15:41

【摘要】：进入21世纪以来中国经济飞速发展,GDP增速居世界前列,人民生活水平有了极大提高。以往汽车是身份与地位的象征,而现在它已基本走进每一户普通百姓家庭之中。汽车驾驶技能正成为每个普通百姓需要掌握的技能之一。由于庞大的市场需求出现,全国各地众多驾校应运而生,竞争开始出现。然而,随着驾校培训市场逐渐饱和,数量众多的驾校面临生存与发展的危机。江西蓝天驾校虽然创办时间较早,占据了一定的市场份额,但是新驾校源源不断的出现,加上经济环境低迷进入经济新常态,使得江西蓝天驾校面临了前所未有的危机。江西蓝天驾校如何摆脱过去传统的价格战,依靠原有的品牌优势,在市场中站稳脚跟,是至关重要的问题。本文首先研究了品牌、品牌竞争力与品牌竞争力评价等相关理论资料,为后续研究奠定基础;然后借助竞争战略等理论知识,展开对江西蓝天驾校竞争环境和品牌建设现状分析,建立了评价江西蓝天驾校品牌竞争力指标体系;最后通过层次分析法,对江西蓝天驾校品牌竞争力进行分析与评价。本文通过对江西蓝天驾校品牌竞争力的分析与研究,能够为江西蓝天驾校以及同行企业的品牌竞争力提升,提供新的思路与借鉴。
文内图片：

图片说明：我国驾校数量从图3-2可以看出，驾校数量从2013年到2015年连续三年数量激增，这三年是驾驶员培训市场完全打开，驾驶员培训改革最为深入的时期
[Abstract]:Since the beginning of the 21 st century, China's economy has developed rapidly, the growth rate of GDP has been at the forefront of the world, and the living standards of the people have been greatly improved. In the past, the car was a symbol of identity and status, but now it has basically entered every ordinary family. Car driving skills are becoming one of the skills that every ordinary person needs to master. Due to the emergence of huge market demand, many driving schools came into being all over the country, and competition began to emerge. However, with the gradual saturation of the driving school training market, a large number of driving schools are facing the crisis of survival and development. Although Jiangxi Blue Sky driving School was founded earlier and occupied a certain market share, the continuous emergence of new driving schools, coupled with the downturn of the economic environment into the new normal of the economy, makes Jiangxi Blue Sky driving School face an unprecedented crisis. How to get rid of the traditional price war in Jiangxi Blue Sky driving School, rely on the original brand advantages, and gain a foothold in the market, is a vital issue. This paper first studies the brand, brand competitiveness and brand competitiveness evaluation and other related theoretical data to lay the foundation for the follow-up research; then with the help of competitive strategy and other theoretical knowledge, carries out the analysis of the competitive environment and brand construction status of Jiangxi Blue Sky driving School, and establishes the evaluation index system of Jiangxi Blue Sky driving School Brand Competitiveness; finally, through the Analytic hierarchy process, the brand competitiveness of Jiangxi Blue Sky driving School is analyzed and evaluated. Through the analysis and research on the brand competitiveness of Jiangxi Blue Sky driving School, this paper can provide new ideas and reference for the promotion of brand competitiveness of Jiangxi Blue Sky driving School and peer enterprises.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：U471.3

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