文档介绍：论文题目:天籁品牌战略研究专业:工商管理硕士硕士生:许俊海
指导教师:陈宏辉副教授
摘 要
随着中国国民生产总值的不断攀升,中国的轿车市场也迎来了蓬勃发展的春天。同时,随着汽车市场逐渐趋于成熟,早期的产品竞争和价格竞争已经演变为品牌的竞争,这意味着中国轿车市场已经进入了品牌时代。
东风日产乘用车有限公司在中低档轿车市场取得了不错的成绩,但其力推的高端产品“天籁”却没能在高档豪华车市场站住脚跟,而在中高级车市场也未能和雅阁、凯美瑞等品牌相抗衡。为了探究其中的原因,本文从品牌战略的角度对天籁品牌进行研究。通过对天籁品牌的外部环境和内部要素进行全面分析,发现虽然天籁品牌在品质、技术、服务等方面具有优势,但其在品牌定位、价格策略等方面有一定的失误之处,导致了其难以树立良好的品牌形象。针对这些问题, 本文也对其品牌战略的修正提出了意见和建议。最后得出结论,即要成功地树立良好的品牌形象,不但品质、技术、服务、企业形象等要下工夫,而且要注意合理地进行品牌定位、设计清晰的品牌形象、制定好产品、价格策略,以及围绕品牌形象进行整合营销传播等。
希望通过本文的研究,国内汽车企业,特别是自主品牌汽车企业,能从中得到一些启示,在今后日益激烈的市场竞争中,更加重视品牌战略,不断提高品牌竞争力,打造出世界知名的品牌。
关键词:汽车品牌、品牌战略、品牌形象、定位
Title:Study of Teana’s Brand Strategy Major:Master of Business Administration Name:Xu Junhai
Supervisor: Honghui
ABSTRACT
As China’s Gross Domestic Production Wows up continuously,the car markct is nOW the same time,the market e more mature than before,and the petition and petition have been changed to petition. That means Chinese car market has gone into the Brand Tunes.
Dongfeng Nissan Passenger pany eeded in selling the car of middle—end and low-end,but the high-end cal"“Teana'’did not perform very well in the luxury Car it also Can pete、析th the other brands like“Camry'’ and“Accord'’in the B class car order to find out the causes,The brand of Teana is studied through the angle of brand strategy in this studying the environment and inter factors of Teana systematically,It is found that although Teana has many strength including quality,technology and service,it made some mistakes in some aspects including positioning and price tactic,which made it difficult to build up a good brand opinions and suggestions are given in this thesis to a由ust the brand last,the conclusion is that if we want to build UP a good brand image,we should not only focus on the quality,technology,service pany image,but also other factors including how to make a feasible positioning,design a clear brand image,make good tactics ofproduct and#ce