xx汽车公司品牌推广策略研究.doc
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xx汽车公司品牌推广策略研究,16000字摘要 自2011年以来，中国汽车市场的发展经历了从高速增长向低速增长的转变。由于汽车市场发展速度的降低，汽车经销商之间的竞争就变的更加激烈。许多汽车经销商已经陷入了厂家、同行、消费者、连锁快修等其他竞争者的四面围困之中，要想在未来激烈的竞争中脱颖而出，经销商的品牌经营必不可少，而...
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xx汽车公司品牌推广策略研究
16000字
摘要 自2011年以来，中国汽车市场的发展经历了从高速增长向低速增长的转变。由于汽车市场发展速度的降低，汽车经销商之间的竞争就变的更加激烈。许多汽车经销商已经陷入了厂家、同行、消费者、连锁快修等其他竞争者的四面围困之中，要想在未来激烈的竞争中脱颖而出，经销商的品牌经营必不可少，而面对激变的环境，单纯依靠自然积累形成品牌资产的品牌经营方式已经不能够满足汽车经销商的发展，品牌推广的时代已经到来。
润东汽车集团有限公司是一家以经营中高端以及豪华品牌为主的汽车经销商集团，多年来专注于乘用车销售服务。同许多汽车经销商一样，润东面临着本土和外来经销商的双重竞争压力，单纯依靠汽车制造品牌已经不能满足当前的竞争需要，品牌推广改革迫在眉睫。本文从品牌推广的角度出发，通过问卷调查分析润东集团品牌运营现状，发掘润东汽车集团有限公司品牌推广方面存在的问题，提出关于润东集团区域品牌推广策略的优化建议，为润东集团跳出区域、走向全国提供一些参考性建议。
关键字：汽车经销商，品牌，推广策略
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 录
第1章 绪论 1
1.1研究背景 1
1.2研究目的及方法 1
1.3 国内汽车经销行业发展现状和主要问题 2
1.4当前国内汽车经销行业竞争特点 3
第2章 品牌推广相关理论 6
2.1品牌及品牌推广的定义 6
2.2品牌推广“三元论” 6
2.3品牌区域划分“五度模型” 6
2.4整合营销传播和整合品牌推广理论 7
第3章 润东汽车集团有限公司品牌推广调研 9
3.1调研目的 9
3.2调查问卷设计 9
第4章 润东汽车集团有限公司品牌推广调查分析 10
4.1 调研实施 10
4.2调查数据统计与分析 10
4.3 调研总结 20
第5章 润东集团品牌推广策略优化建议 22
5.1制定有针对性的品牌推广方案 22
5.2健全品牌维护机制 22
5.3采用多元化的品牌传播方式 23
5.4寻求品牌的差异化竞争优势 23
第6章 结论及不足 25
6.1 总结 25
6.2 研究的缺陷和不足 25
致谢 26
参考文献 27
附录 28
16000字
摘要 自2011年以来，中国汽车市场的发展经历了从高速增长向低速增长的转变。由于汽车市场发展速度的降低，汽车经销商之间的竞争就变的更加激烈。许多汽车经销商已经陷入了厂家、同行、消费者、连锁快修等其他竞争者的四面围困之中，要想在未来激烈的竞争中脱颖而出，经销商的品牌经营必不可少，而面对激变的环境，单纯依靠自然积累形成品牌资产的品牌经营方式已经不能够满足汽车经销商的发展，品牌推广的时代已经到来。
润东汽车集团有限公司是一家以经营中高端以及豪华品牌为主的汽车经销商集团，多年来专注于乘用车销售服务。同许多汽车经销商一样，润东面临着本土和外来经销商的双重竞争压力，单纯依靠汽车制造品牌已经不能满足当前的竞争需要，品牌推广改革迫在眉睫。本文从品牌推广的角度出发，通过问卷调查分析润东集团品牌运营现状，发掘润东汽车集团有限公司品牌推广方面存在的问题，提出关于润东集团区域品牌推广策略的优化建议，为润东集团跳出区域、走向全国提供一些参考性建议。
关键字：汽车经销商，品牌，推广策略
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 录
第1章 绪论 1
1.1研究背景 1
1.2研究目的及方法 1
1.3 国内汽车经销行业发展现状和主要问题 2
1.4当前国内汽车经销行业竞争特点 3
第2章 品牌推广相关理论 6
2.1品牌及品牌推广的定义 6
2.2品牌推广“三元论” 6
2.3品牌区域划分“五度模型” 6
2.4整合营销传播和整合品牌推广理论 7
第3章 润东汽车集团有限公司品牌推广调研 9
3.1调研目的 9
3.2调查问卷设计 9
第4章 润东汽车集团有限公司品牌推广调查分析 10
4.1 调研实施 10
4.2调查数据统计与分析 10
4.3 调研总结 20
第5章 润东集团品牌推广策略优化建议 22
5.1制定有针对性的品牌推广方案 22
5.2健全品牌维护机制 22
5.3采用多元化的品牌传播方式 23
5.4寻求品牌的差异化竞争优势 23
第6章 结论及不足 25
6.1 总结 25
6.2 研究的缺陷和不足 25
致谢 26
参考文献 27
附录 28
