大众汽车品牌形象修复策略
发布时间：2021-11-17 05:27
品牌形象修复策略是公司的关键流程。不同的策略选择会给遭受危机的公司带来不同的结果。一般而言,每家公司都会制定章程,规定在危机时采取的措施,以减少对公司品牌的损害,但这些章程的执行情况并不总是有效。它们不会包含所有信息,因为会有许多可能发生但至今未曾发生,或未被考虑到的无法预料的情况。因此,在出现章程没有涉及的情况时,领导者在决策过程中的作用非常重要,他们的决策会带来正面或负面的结果。本文分析了大众汽车在“柴油门”事件中运用的品牌修复策略,提出可以通过改进和实施某些方面获得更积极的结果。本文以其他公司的研究和汽车行业的现状为背景进行分析,提出了大众应采取的品牌修复建议。本研究旨在帮助理解大众汽车如何将劣势转变为机会,获得竞争优势,在日益受限和竞争激烈的市场中更好地找准位置。本文分析了各种可能的影响因素,实施有效的品牌修复策略所面临的挑战以及一家可持续发展的公司应有的正确管理。作者观察到的主要问题是大众的品牌形象遭受损害。该公司没有运用品牌形象修复理论的知识,导致内部和外部的沟通不畅。这些问题主要缘于管理者的过失,他们没有将所有信息告知员工和媒体。董事没有采取减少损失的措施,导致损害扩大到...
【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校
【文章页数】：106 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1 Research Background And Significance
1.1.1 Research Background
1.1.1.1 Scandal Chronology
1.1.1.2 Strategy Followed By Volkswagen
1.1.2 Research Purpose
1.1.3 Research Significance Of The Study
1.1.3.1 Theoretical Significance
1.1.3.2 Practical Significance
1.2 Literature Review On Similar Topics
1.2.1 Literature Review
1.3 Research Content And Questions
1.3.1 Research Questions
1.3.2 Research Scope
1.3.3 Structure Of The Thesis
1.4 Research Methodology And Innovation
1.4.1 Research Methodology
1.4.2 Innovation
Chapter Two Theoretical Framework
2.1 Brand Image Repair Theory
2.2 Market Positioning And Segmentation Theory
2.2.1 Market Positioning Theory
2.2.2 Segmentation Theory
2.3 Marketing Communication Theory
2.4 Global Corporate Citizenship Theory
Chapter Three Business Environment Analysis
3.1 External Environment Analysis
3.1.1 PESTEL Analysis
3.1.1.1 Political Factors
3.1.1.2 Economic Factors
3.1.1.3 Social Factors
3.1.1.4 Technological Factors
3.1.1.5 Environmental Factors
3.1.1.6 Legal Factors
3.2 Current Situation In The Company
3.2.1 SWOT Analysis
3.2.1.1 Strengths
3.2.1.2 Weaknesses
3.2.1.3 Opportunities
3.2.1.4 Threats
3.3 Competitors’Analysis
3.3.1 Toyota
3.3.2 Ford Motor Company
3.3.3 Fiat S.pA.
3.3.4 Renault-Nissan-Mitsubishi
3.3.5 Honda Motor Company
3.3.6 Daimler AG(Mercedes-Benz)
3.3.7 BMW
Chapter Four The Status And Problems Of Researched Topic In The Company
4.1 Unethical Business Practices
4.1.1 Effects Of Dieselgate Scandal On Brand Image
4.2 Shift In Consumer Demands
4.2.1 Decrease Of Diesel Market Share
4.3 Poor Crisis Communication Actions
4.3.1 Analysis Of Dieselgate Crisis Communication Strategy
Chapter Five Plans/Methods For Improvement In The Company
5.1 Positioning The Company As A Global Corporate Citizen
5.1.1 Social Initiatives With Affected Customers And Communities
5.1.2 Environment Initiatives
5.2 Gas/Diesel To Hybrid/Electric Vehicles
5.3 Development Of An Effective Crisis Communication Strategy For The Future
5.3.1 Online-Offline Communication
5.3.2 Personalized Communication
5.3.3 Brand Image Communication
Chapter Six Implementation Of Improvement Plans/Methods In The Company
6.1 Implementation Of Improvement Plans/Methods
6.1.1 Management System Support
6.1.2 Human Resource Support
6.2 Analysis Of The Implementation Results(Or Estimated Outcomes)
Chapter Seven Conclusions And Discussion
7.1 Main Conclusions
7.2 Limitations Of This Work
7.3 Directions For Further Research
References
Appendix
本文编号：3500290
【文章来源】：上海外国语大学上海市 211工程院校 教育部直属院校
【文章页数】：106 页
【学位级别】：硕士
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
1.1 Research Background And Significance
1.1.1 Research Background
1.1.1.1 Scandal Chronology
1.1.1.2 Strategy Followed By Volkswagen
1.1.2 Research Purpose
1.1.3 Research Significance Of The Study
1.1.3.1 Theoretical Significance
1.1.3.2 Practical Significance
1.2 Literature Review On Similar Topics
1.2.1 Literature Review
1.3 Research Content And Questions
1.3.1 Research Questions
1.3.2 Research Scope
1.3.3 Structure Of The Thesis
1.4 Research Methodology And Innovation
1.4.1 Research Methodology
1.4.2 Innovation
Chapter Two Theoretical Framework
2.1 Brand Image Repair Theory
2.2 Market Positioning And Segmentation Theory
2.2.1 Market Positioning Theory
2.2.2 Segmentation Theory
2.3 Marketing Communication Theory
2.4 Global Corporate Citizenship Theory
Chapter Three Business Environment Analysis
3.1 External Environment Analysis
3.1.1 PESTEL Analysis
3.1.1.1 Political Factors
3.1.1.2 Economic Factors
3.1.1.3 Social Factors
3.1.1.4 Technological Factors
3.1.1.5 Environmental Factors
3.1.1.6 Legal Factors
3.2 Current Situation In The Company
3.2.1 SWOT Analysis
3.2.1.1 Strengths
3.2.1.2 Weaknesses
3.2.1.3 Opportunities
3.2.1.4 Threats
3.3 Competitors’Analysis
3.3.1 Toyota
3.3.2 Ford Motor Company
3.3.3 Fiat S.pA.
3.3.4 Renault-Nissan-Mitsubishi
3.3.5 Honda Motor Company
3.3.6 Daimler AG(Mercedes-Benz)
3.3.7 BMW
Chapter Four The Status And Problems Of Researched Topic In The Company
4.1 Unethical Business Practices
4.1.1 Effects Of Dieselgate Scandal On Brand Image
4.2 Shift In Consumer Demands
4.2.1 Decrease Of Diesel Market Share
4.3 Poor Crisis Communication Actions
4.3.1 Analysis Of Dieselgate Crisis Communication Strategy
Chapter Five Plans/Methods For Improvement In The Company
5.1 Positioning The Company As A Global Corporate Citizen
5.1.1 Social Initiatives With Affected Customers And Communities
5.1.2 Environment Initiatives
5.2 Gas/Diesel To Hybrid/Electric Vehicles
5.3 Development Of An Effective Crisis Communication Strategy For The Future
5.3.1 Online-Offline Communication
5.3.2 Personalized Communication
5.3.3 Brand Image Communication
Chapter Six Implementation Of Improvement Plans/Methods In The Company
6.1 Implementation Of Improvement Plans/Methods
6.1.1 Management System Support
6.1.2 Human Resource Support
6.2 Analysis Of The Implementation Results(Or Estimated Outcomes)
Chapter Seven Conclusions And Discussion
7.1 Main Conclusions
7.2 Limitations Of This Work
7.3 Directions For Further Research
References
Appendix
本文编号：3500290
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