国内汽车自主品牌构建策略探究

发布时间：2018-03-28 04:26

本文选题：汽车　切入点：自主品牌　出处：《东北师范大学》2014年硕士论文

【摘要】：截止2009年底，我国已经成为汽车年销售量世界排名第一的国家，蓬勃的汽车行业和萎靡的自主品牌形成了巨大的反差。时至今日依然有人认为，对于国内自主品牌汽车来讲，不应该关注品牌建设，而应该提升产品品质，研究核心技术，增加市场竞争力。诚然，对汽车制造企业来说，中国自主品牌车企在技术研发和产品设计上，与国际汽车厂商相较而言仍然存在较大的差距，但是最明显的差距，却不是产品品质或售后服务，而是品牌和营销。我们不否认产品质量永远是第一竞争力，但是有结果显示，尽管国外的汽车产品和质量更为优良，但是其每年在品牌建设上的投入同样远超自主品牌汽车。在这样的局面下，自主品牌如何在广阔天地有一番大作为，如何与合资、外资品牌同场竞技，实践证明我国自主品牌汽车要想长久、健康、快速的发展必须注重品牌的建设，我国汽车的自主品牌构建已成为当务之急。本文在查阅和参考了大量国内外学者在此领域的研究成果的基础上，以品牌、自主品牌概念入手，对于我国汽车行业的发展以及自主品牌汽车的发展进行了梳理。以品牌构建等相关理论为基础，通过文献分析、访谈调查和个案研究的方法发现、分析和总结问题，，并且对我国汽车自主品牌的构建策略提出一些具体的举措。
[Abstract]:By the end of 2009, China had become the world's largest country in terms of annual auto sales, with a huge contrast between the booming auto industry and the languid independent brands. Even today, some people still think that for domestic self-owned cars, Instead of focusing on brand building, we should improve product quality, study core technologies, and increase market competitiveness. It is true that for auto manufacturing enterprises, China's independent brand car companies are engaged in technology development and product design. Compared with international automobile manufacturers, there is still a big gap, but the most obvious gap is not product quality or after-sales service, but brand and marketing. We do not deny that product quality is always the first competitiveness, but the results show that, Although foreign automobile products and quality are better, their annual investment in brand building is also far greater than that of self-owned brand cars. In such a situation, how can independent brands make a big difference in the broad world and how to engage in joint ventures? Foreign brands compete with each other. Practice has proved that the construction of independent brands must be paid more attention to if we want to have a long, healthy and rapid development, and the construction of independent brands in our country has become an urgent task. On the basis of consulting and referring to the research results of a large number of domestic and foreign scholars in this field, this paper starts with the concept of brand and independent brand. On the basis of the theory of brand construction, the author finds, analyzes and summarizes the problems through the methods of literature analysis, interview investigation and case study. And to our country automobile independent brand construction strategy puts forward some concrete measures.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2;F426.471

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