文档介绍：山东大学硕士学位论文东风标致品牌营销策略研究姓名:张蕾申请学位级别:硕士专业:工商管理指导教师:王德胜 20050916 山东大学硕士学位论文摘要市场已经进入了品牌时代。在品牌时代,品牌是企业最宝贵的资产,企业核心竞争力的强弱取决于企业是否成功塑造和维护了一个有价值的品牌,是否成功地开展了品牌营销。就汽车领域而言,在汽车市场迅速发展,竞争也日益激烈的环境下,品牌营销也正在逐渐成为我国汽车市场营销领域中最为重要的一种营销模式。因此,运用品牌营销理论对东风标致307的品牌营销情况进行实证分析和优化研究,具有较大的现实意义和实用价值。本论文运用PEST分析方法,从政治、经济、技术、社会文化等方面,对东风标致的宏观营销环境进行了深入分析;对东风标致面临的竞争环境及主要竞争对手的品牌营销策略也进行了严谨深入的研究,总结出了主要竞争对手品牌营销过程中的创新之处,并综合运用SWOT分析方法分析了东风标致主要竞争对手的优势、劣势所在,为进一步的分析提供了依据与参照。本论文根据现代品牌营销理论并结合汽车营销实践,客观评价了东风标致品牌营销过程中取得的成绩和不足之处及优势、劣势所在,分别从品牌策略、品牌管理、品牌营销组合等几个方面,提出了具体可行的改进建议,并创新性地提出了东风标致的品牌营销策略。关键词:品牌营销,品牌定位,品牌营销组合... 出奎盔堂耍生主壹丝i{l:苎.....一一... ABSTRACT The markethasalready entered the era brand ages,the brand is emerpfise’s most valuable assets,and thepower ofentewfise’s petitiveness depends on whether emeIprises have eeded inmoulding andmaintaining a valuable brand,and whether enterprises have latmebed themarketing ofbrands regards automobile field,with the rapid development ofthe automobile market,and petition isfiercerandfiercer,brandmarketing has e ofthemostimportantmarketing mode in our country’s automobile marketing ,the positive analysis and improvement research for Dongfeng Peugeot、Ⅳith brandmarketing theorieshasmore realisticsignification and practical values. This thesisanalyzes deeply the Macroscopical marketing environment for Dongfeng Peugeot 307 from therespects,such aspolitical,economic,social culture, PEST method;This thesisresearches rigorously anddeeply the petitiveenvironment and main brand marketing tacticsofrivals,summarizes the innovation inthe main rival’sbrand marketing course,and analyzes thestrength, weakness ofthe main rivalswith theSWOT method,thus have offered the basisfor furtheranalysis. According tomodem brandmarketing theoryand automobile marketing practise, thisthesisappraisesobjectively theachievements and weak points intheDongfeng Peugeot’s brandmarketing course and thestrengths and weaknesses ofDongfeng Peugeot,puts forwardthe