一汽轿车自主品牌发展对策研究

发布时间：2018-06-15 05:03

本文选题：一汽轿车 + 自主品牌　；参考：《吉林大学》2013年硕士论文

【摘要】：自从中国加入了WTO以来，汽车行业进行了全面竞争的时代，在这种环境下，如何努力创造出拥有自主知识产权的汽车自主品牌，成为了发展我国汽车工业的主要问题。而一汽轿车作为一汽集团自主品牌的主力军，其旗下的自主品牌的发展对一汽集团和我国自主汽车自主品牌的发展会产生较大的影响。一汽轿车的红旗品牌是我国汽车自主品牌的鼻祖，虽然经过了辉煌岁月，但在经济高速发展的今天，，却表现平平，后一汽轿车推出的自主品牌奔腾和欧郎轿车虽然有过辉煌，但总体来说还是处于进口品牌的夹缝中求生存，企业的核心竞争力还处于较低的水平，针对目前一汽轿车的困境，针对一汽轿车旗下的3个自主品牌--红旗、奔腾、欧郎品牌，从产品策略和市场策略的角度进行了分析，指出了这3个品牌从研发、到销售等各环节曾经出现过的问题，如红旗品牌的市场定位偏差，奔腾品牌的营销策略的失误以及欧朗品牌的开发失误，指出了一汽轿车旗下各品牌目前的困境。为了深刻探讨一汽轿车自主品牌的发展策略，从国内外汽车自主品牌的发展现状入手，指出了一汽轿车目前遇到的问题也是我国汽车自主品牌汽车所面临的问题，从而指出国外汽车自主品牌的发展对我国汽车自主企业和一汽轿车的的借鉴和启示。研究自主品牌问题应运用品牌理论及市场营销理论，通过理论研究和实践研究结合的方法，进行了广泛深入的调查研究，研究了一汽轿车自主品牌的生存发展存在的问题，从而有效的提出了相关问题解决的建议和措施，明确了一汽轿车自主品牌的市场定位，主要为红旗品牌应定位于高端豪华车型，以树立品牌形象为主要目的。奔腾品牌主要应突出性价比优势，以及欧朗品牌应突出个性为主的市场定位。通过SWOT分析方法，针对一汽轿车的优势劣势分析，明确了一汽轿车目前应采取扭转型战略，在自主创新方面应采取“引进-消化吸收-再创新的”的发展模式。并根据这种发展模式提出了建议和措施。最后通过制定了一汽轿车的发展策略，从产品定位策略，分销策略和营销组合策略三方面提出了自己的见解。在产品定位策略上，红旗品牌要采取豪华车型定位策略，奔腾品牌采取性价比取胜的定价策略。在分销策略上，明确了红旗品牌应分网销售，保证其自主豪华车的地位。在营销组合策略方面，分别从产品策略、定价策略、文化营销和扩展海外市场等四个方面进行了阐述。
[Abstract]:Since China joined the WTO, the automobile industry has carried on the overall competition time, under this kind of environment, how to create the automobile independent brand which has the independent intellectual property right, has become the main question which develops our country automobile industry. As the main force of FAW Group's independent brand, the development of its own brand will have a great impact on the development of FAW Group and China's independent automobile brand. The red flag brand of FAW sedan is the originator of the independent brand of automobile in our country. Although it has passed through the glorious years, it has shown mediocre performance in today's rapid economic development. Although the independent brand Pentium and Eurocar launched by FAW sedan have been brilliant, But on the whole, it is still in the gap between imported brands to survive, and the core competitiveness of enterprises is still at a relatively low level. In view of the plight of FAW cars at present, and the three independent brands of FAW cars-Red Flag, Pentium, and Euro Brand, From the point of view of product strategy and market strategy, this paper points out the problems that have appeared in all aspects of these three brands, such as the deviation of market positioning of Red Flag brand. The blunders of Pentium's marketing strategy and the development of the Orang brand point out the current predicament of FAW's car brands. In order to probe into the development strategy of FAW car's independent brand, this paper points out that FAW car's current problems are also the problems faced by our country's auto independent brand car, starting with the present development situation of domestic and foreign auto independent brand. It is pointed out that the development of foreign auto independent brands can be used for reference and enlightenment of our country's auto independent enterprises and FAW cars. Brand theory and marketing theory should be used to study the independent brand problem. Through the combination of theoretical research and practical research, extensive and in-depth investigation and research have been carried out, and the problems existing in the survival and development of FAW car's independent brand have been studied. Thus effectively put forward the relevant suggestions and measures to solve the problem, clear the market positioning of FAW car brand, mainly for the Red Flag brand should be positioned in high-end luxury models, to establish the brand image as the main purpose. Pentium brand should highlight the advantage of price-performance, and the brand should highlight the personality-oriented market positioning. Based on the SWOT analysis and the analysis of the advantages and disadvantages of FAW cars, this paper makes it clear that FAW cars should adopt the strategy of torsion at present, and adopt the development mode of "introducing, digesting, absorbing and reinventing" in the aspect of independent innovation. Suggestions and measures are put forward according to this development model. Finally, the development strategy of FAW car is formulated, and the author puts forward his own opinion from three aspects: product orientation strategy, distribution strategy and marketing combination strategy. In the product positioning strategy, the red flag brand should adopt the luxurious vehicle model localization strategy, the Pentium brand adopts the performance price ratio to win the pricing strategy. In the distribution strategy, the red flag brand should be divided into network sales, to ensure the status of its own luxury car. In terms of marketing mix strategy, this paper expounds four aspects: product strategy, pricing strategy, cultural marketing and expanding overseas market.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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