xx汽車公司品牌推廣策略研究

16000字

摘要 自2011年以來，中國汽車市場的發(fā)展經(jīng)歷了從高速增長向低速增長的轉(zhuǎn)變。由于汽車市場發(fā)展速度的降低，汽車經(jīng)銷商之間的競爭就變的更加激烈。許多汽車經(jīng)銷商已經(jīng)陷入了廠家、同行、消費(fèi)者、連鎖快修等其他競爭者的四面圍困之中，要想在未來激烈的競爭中脫穎而出，經(jīng)銷商的品牌經(jīng)營必不可少，而面對(duì)激變的環(huán)境，單純依靠自然積累形成品牌資產(chǎn)的品牌經(jīng)營方式已經(jīng)不能夠滿足汽車經(jīng)銷商的發(fā)展，品牌推廣的時(shí)代已經(jīng)到來。
潤東汽車集團(tuán)有限公司是一家以經(jīng)營中高端以及豪華品牌為主的汽車經(jīng)銷商集團(tuán)，多年來專注于乘用車銷售服務(wù)。同許多汽車經(jīng)銷商一樣，潤東面臨著本土和外來經(jīng)銷商的雙重競爭壓力，單純依靠汽車制造品牌已經(jīng)不能滿足當(dāng)前的競爭需要，品牌推廣改革迫在眉睫。本文從品牌推廣的角度出發(fā)，通過問卷調(diào)查分析潤東集團(tuán)品牌運(yùn)營現(xiàn)狀，發(fā)掘潤東汽車集團(tuán)有限公司品牌推廣方面存在的問題，提出關(guān)于潤東集團(tuán)區(qū)域品牌推廣策略的優(yōu)化建議，為潤東集團(tuán)跳出區(qū)域、走向全國提供一些參考性建議。

關(guān)鍵字：汽車經(jīng)銷商，品牌，推廣策略

Rundong Auto Group Co., Ltd. brand promotion strategy research

ABSTRACT Since the year 2011, Chinese automobile market has entered the low-speed growth period from the high-speed development period. The slow development of the automobile market triggers increasingly fiercer competition among the distributors. A multitude of automobile distributors have been trapped in the competition from the manufacturers, peer companies, consumers and quick service chain companies, necessitating brand management for the distributors to stand out from the fierce competition in the future. Confronted with the acute changes, it is advised that brand promotion should be scaled up since the brand management method relying solely on natural accumulation of brand assets is not meeting the development of automobile distributors.
Rundong Auto Group Co., Ltd. is a car dealership group concentrating on sales and service area of passenger cars, which mainly engages in high-end and mid-end, and luxury car brands. Like many other car dealers, Rundong is facing double competition pressure from both local and foreign dealers. Relying solely on car manufacturing brand has been unable to meet the current need for competition, so that the branding reform is a matter of great urgency. From the angle of brand promotion and through questionnaire survey, the article analyzes the brand operation status of Rundong Group, explores the existing problems Rundong Group has at the aspect of brand promotion, and proposes optimization suggestions about the regional brand promotion strategy of Rundong Group, offering some referential advices to Rundong Group for jumping out of the region and going to the whole country.

Keywords: car dealership group, brand, promotion strategy

目 錄
第1章 緒論 1
1.1研究背景 1
1.2研究目的及方法 1
1.3 國內(nèi)汽車經(jīng)銷行業(yè)發(fā)展現(xiàn)狀和主要問題 2
1.4當(dāng)前國內(nèi)汽車經(jīng)銷行業(yè)競爭特點(diǎn) 3
第2章 品牌推廣相關(guān)理論 6
2.1品牌及品牌推廣的定義 6
2.2品牌推廣“三元論” 6
2.3品牌區(qū)域劃分“五度模型” 6
2.4整合營銷傳播和整合品牌推廣理論 7
第3章 潤東汽車集團(tuán)有限公司品牌推廣調(diào)研 9
3.1調(diào)研目的 9
3.2調(diào)查問卷設(shè)計(jì) 9
第4章 潤東汽車集團(tuán)有限公司品牌推廣調(diào)查分析 10
4.1 調(diào)研實(shí)施 10
4.2調(diào)查數(shù)據(jù)統(tǒng)計(jì)與分析 10
4.3 調(diào)研總結(jié) 20
第5章 潤東集團(tuán)品牌推廣策略優(yōu)化建議 22
5.1制定有針對(duì)性的品牌推廣方案 22
5.2健全品牌維護(hù)機(jī)制 22
5.3采用多元化的品牌傳播方式 23
5.4尋求品牌的差異化競爭優(yōu)勢 23
第6章 結(jié)論及不足 25
6.1 總結(jié) 25
6.2 研究的缺陷和不足 25
致謝 26
參考文獻(xiàn) 27
附錄 28