| 跟着中国经济的成长和花费才能的赓续进步,比来几年,中国曾经成为全球最年夜的汽车花费国,中国汽车市场的主要性已不问可知。固然已“古代”“起亚”为代表的韩系车品牌进入中国时光较早,且获得了较好的成就。但在中国市场上,中国花费者对于韩国制作广泛存在着一些误区,例如以为韩国制作广泛价钱低、质量差、平安温馨性差、技巧含量高等,这些不雅念上的误区直接作用了韩国汽车公司在华的品牌效应,使韩系车在中国市场只能将产物定位于中低端花费市场。因为中国中低端汽车市场竞争日趋剧烈,利润空间赓续遭到紧缩,若何改变韩系车在中国汽车市场的品牌抽象,使其向中高端市场迈进,成为摆在驻华中国车企眼前的一个成绩。本文运用文献研究法、案例剖析和市场调研法等办法,以韩国古代起亚汽车团体旗下的“古代”、“起亚”两个品牌为例,对韩系车品牌在中国市场的品牌治理和营销停止了深刻地研究。在研究的进程中,起首给出绪论部门,对课题研究配景及意义、研究办法及论文框架停止了扼要的引见。接着在文献综述部门,对品牌治理的相干实际停止了论述,重要包含品牌的概念和特点、品牌的重要功效,品牌治理的概念、品牌治理平台的树立,品牌计谋治理和品牌治理和营销在乘用车公司中的主要性停止了剖析。在此基本上,具体剖析了中国乘用车市场的现状,乘用车品牌治理和营销的现状和存在的成绩。接着,剖析了韩系车在中国市场品牌治理方面的现状和存在的成绩。最初依据后面剖析的成果,给出了韩系车品牌治理和营销的优化战略。 Abstract: Followed the growth of China's economy and cost to rise ceaselessly, in recent years, China has become the of the world's largest auto consumption country, China's auto market has been self-evident. Is the "ancient" "Kia" as the representative of the Korean car brand to enter the China time earlier, and has obtained the good achievement. But in the Chinese market, Chinese consumers about Korean production widely, there are some errors, such as thought South Korea produced a wide price is low, poor quality, safe and comfortable sex difference, skill content higher, misunderstanding of the concept of the directly affects the Korea automobile corporations in China brand effect, so that the Korean cars in the Chinese market only the product positioning in the low-end consumer market. Because China's low-end car market competition is becoming increasingly fierce, profit space ceaselessly by the compressed, how to change Korean cars in China auto market brand image, which makes great strides forward to the high-end market, be placed in China Chinese car enterprises at present as a result of. Procedures for the application of literature research, case analysis and market research method, to ancient Korean Kia Motors Corp. of "ancient" and "Kia" two brands, for example, to a Korean car brand in the Chinese market brand management and marketing stopped deep research. In the research process, we first give the introduction, to research background and significance, research methods and framework of this paper is a brief introduction of the stop. Then in the part of literature review, the brand management related theory to carry on the elaboration important including the concept and characteristics of brand, brand's main function, establish brand management concept, brand management platform, brand management strategy and brand management and marketing in the passenger car business to carry on the analysis. This basically, specific analysis of the China passenger car market situation, passenger car brand management and marketing situation and existing problems. Then, analyzes the Korean cars in Chinese market brand management aspects of the status quo and existing problems. The initial basis behind the analysis of the results, given the optimization strategy of Korean car brand management and marketing. 目录: 摘要 10-11 Summary 11-12 1. 绪论 13-18 1.1 选题背景和意义 13-14 1.1.1 选题背景 13-14 1.1.2 探讨意义 14 1.2 探讨思路和论文框架 14-16 1.2.1 探讨思路 14-15 1.2.2 论文框架 15-16 1.3 探讨措施及创新点 16-18 1.3.1 探讨措施 16 1.3.2 创新点 16-18 2. 文献综述 18-28 2.1 品牌的概念及影响 18-22 2.1.1 品牌的概念 18-21 2.1.2 品牌的影响 21-22 2.2 品牌管理的含义及品牌策略 22-27 2.2.1 品牌管理的含义 22-24 2.2.2 品牌管理策略 24-27 2.3 PEST模型 27-28 3. 中国小型乘用车市场环境略论 28-42 3.1 宏观环境略论 28-35 3.1.1 政策环境略论 29-31 3.1.2 经济环境略论 31-32 3.1.3 社会文化环境略论 32-33 3.1.4 技术环境略论 33-34 3.1.5 资源环境略论 34-35 3.2 微观环境略论 35-39 3.2.1 优势略论 35-37 3.2.2 劣势略论 37-38 3.2.3 机会略论 38 3.2.4 威胁略论 38-39 3.3 2013年中国乘用车市场略论 39-42 4. 韩国在华汽车公司品牌管理近况 42-50 4.1 韩国现代起亚汽车集团及其在华业务概况 42-44 4.1.1 韩国现代起亚汽车集团概况 42 4.1.2 现代汽车在华业务概况 42-43 4.1.3 东风悦达起亚有限企业概况 43-44 4.2 韩国在华汽车公司品牌管理的问题 44-50 4.2.1 品牌定位不清晰,品牌内斗现象严重 45-46 4.2.2 大幅度的降价行为伤害品牌形象 46-47 4.2.3 当前质量工艺阻碍品牌形象进一步提升 47-48 4.2.4 宣传活动无助于品牌形象提升 48-50 5. 韩国在华车企品牌管理策略选择及具体方法 50-62 5.1 品牌管理策略的选择 50-55 5.1.1 整合现有品牌资源 50-53 5.1.2 创立专用的豪华品牌 53-55 5.2 现有品牌整合管理方法 55-58 5.2.1 明确品牌定位,打造清晰的品牌形象 55-56 5.2.2 加快产品升级,引入全新车型 56 5.2.3 强化设计的理念,带来清晰的品牌视觉认知 56-57 5.2.4 推出经典车型,提升品牌美誉度 57-58 5.2.5 多种宣传活动相结合,推广品牌形象 58 5.3 新创豪华车品牌管理方法 58-62 5.3.1 提升品牌知名度,进入豪华汽车品牌序列 59 5.3.2 在产品支撑的基础上,传播异同化品牌个性 59-60 5.3.3 以客户为中心,提供全方位的品牌体验 60-62 6. 结论 62-63 参考文献 63-65 致谢 65-66 学位论文评阅及答辩情况表 66 |
