L公司在中国的品牌战略分析

发布时间：2017-12-27 03:16

本文关键词：L公司在中国的品牌战略分析　出处：《苏州大学》2015年硕士论文　论文类型：学位论文

【摘要】：二十一世纪以来中国汽车市场的飞速发展,全球各大汽车零部件生产厂商纷纷到中国建立合资和独资厂,不完全统计,零部件企业总数超过10,000家(规模企业不到6000家)。在此背景下,并非很知名的外资零部件供应商如何在竞争非常激烈的环境中生存并获得更多的市场份额,品牌的战略实施非常重要。本论文应用基本的品牌理论,结合中国汽车零部件行业实际情况,对L企业的“品牌战略”进行梳理,同时分析其现状和存在的问题,然后在分析的基础上进行品牌的战略管理,不断让L企业的品牌被中国汽车市场的主要客户所接受和青睐!不断扩大L企业的市场份额,提升企业形象和企业的核心竞争力。首先,通过L企业在中国目前的销售策略状况和业务表现进行分析,尤其对产品类型和客户群进行分析,有利于企业进行回顾和思考细分产品市场和客户,合理进行品牌战略管理(确定品类、品名、进行品牌定位、品牌发展和品牌传播、最终品牌国际化。)再次,通过L企业在品牌战略管理,提高L企业在中国汽车零部件行业核心竞争力,增加市场份额。最后,通过L企业在中国的品牌战略管理经验,可以供给中国本土汽车零部件企业参考和借鉴。
[Abstract]:Since the rapid development of China's automobile market since twenty-first Century, the major auto parts manufacturers in the world have come to China to establish joint ventures and sole proprietorship factories. Incomplete statistics show that the total number of spare parts enterprises is more than 10000 (less than 6000 scale enterprises). Under this background, it is very important for a foreign brand supplier to survive and win more market share. The application of brand basic theory, combined with the actual situation of Chinese automobile parts industry, combing L enterprises "brand strategy", and analyzes its current situation and existing problems, and then carry on the strategic management of brand on the basis of the analysis, we make L enterprise brand is the main customers China car market acceptance and favor! To expand the L enterprise market share, enhance the core competitiveness of enterprises and enterprise image. First of all, analyze the current situation in China sales strategy and business performance through L enterprise, especially for the type of product and customer base analysis, help enterprises to review and think of market segments and customers, reasonable brand management strategy (to determine the category, product name, brand positioning, brand development and brand communication, finally brand internationalization. ) again, through the L enterprise in the brand strategy management, improve the core competitiveness of L enterprises in China's auto parts industry and increase market share. Finally, through the brand strategy management experience of L enterprises in China, we can provide reference and reference for Chinese local auto parts enterprises.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.72;F272

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