WL车用润滑油企业品牌战略研究

发布时间：2018-05-17 04:15

本文选题：企业 + 品牌战略　；参考：《广西大学》2017年硕士论文

【摘要】：随着世界经济的迅速发展,车用润滑油发展规模不断壮大,企业间竞争的日益加剧,产品同质化现象越趋严重,市场的竞争就从原本的产品竞争转化到品牌间的竞争。因此,车用润滑油企业品牌战略的制定与实施对提高品牌市场占有额、增强企业核心竞争力及企业持续发展有重大意义。本文运用品牌战略等相关理论,以WL公司的“WL”品牌作为研究对象,从内外部环境分析品牌现状。外部环境为车用润滑油宏观环境、行业环境及竞争环境。内部环境为WL公司基本情况、“WL”品牌优势和劣势。在内外部环境分析基础上深入思考品牌存在的问题,提出从品牌战略构建、战略目标、建设规划、定位和形象策略、产品策略、传播推广策略和渠道选择策略等方面构建品牌战略,利用优化组织结构、构建品牌文化、完善企业制度、建立人才保障体系及建立品牌长效管理和维护机制等保障措施达到实施品牌战略的目的。
[Abstract]:With the rapid development of the world economy, the scale of automobile lubricating oil is growing, the competition among enterprises is becoming more and more serious, the phenomenon of product homogenization is becoming more and more serious, and the competition in the market is transformed from the original product competition to the competition among brands. Therefore, the establishment and implementation of brand strategy for automobile lubricating oil enterprises is of great significance to enhance the market share of brands, enhance the core competitiveness of enterprises and sustainable development of enterprises. Based on the theory of brand strategy and WL Company's "WL" brand, this paper analyzes the current situation of the brand from the internal and external environment. External environment for vehicle lubricating oil macro environment, industry environment and competition environment. Internal environment for WL company basic situation, "WL" brand strengths and weaknesses. On the basis of the analysis of internal and external environment, the author thinks deeply about the problems existing in the brand, and puts forward the brand strategy construction, strategic goal, construction planning, positioning and image strategy, product strategy, and so on. To construct brand strategy in communication and promotion strategy and channel selection strategy, to optimize organizational structure, to construct brand culture, and to perfect enterprise system, The aim of carrying out brand strategy is to establish talent guarantee system and establish long-term management and maintenance mechanism of brand.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F273.2;F426.72

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