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I摘要品牌战略是现代市场营销的核心，作为品牌战略的重要类型，多品牌战略如果运用得当，能够帮助企业提高自身品牌形象、扩大知名度、增加效益，并有利于培养忠实的消费者。在汽车市场上，多品牌战略能通过不同层次的产品覆盖所有市场，尽可能满足更多消费者的需求，在细分市场、丰富产品、满足顾客需求、增加企业利润、提升市场竞争力等方面均具有明显优势。品牌战略的运用与开展，刘离不开具体的市场环境，我国汽车行业也是如此。当前，我国企业产业飞速发展、汽车市场日益广阔，中国汽车市场已经成为了全世界汽车企业所瞩目的场所，各汽车企业对中国市场的竞争也必将日趋白热化。本文即是以这一背景为基础展开的，同时，国外汽车企业多品牌战略的实施为我国本土汽车站也品牌战略的制定与运行提供了借鉴，因此，本文主要目的是在多品牌相关理论研究基础上，分析通用汽车公司多品牌战略失败的原因，总结其成功经验，揭示其失败的教训，进而提出我国汽车业在品牌发展战略方面的建议及应注意的问题。本文主要分为六大部分：第一部分是绪论，主要介绍本课题的研究背景与意义、国内外研究现状、研究方法与研究思路等；第二部分是多品牌战略理论综述，从多品牌战略的涵义、优势和劣势三个方面对多品牌战略相关理论进行阐释；第三部分是中国汽车多品牌战略发展现状分析，从分析我国轿车市场概况入手，以吉利、奇瑞等公司的品牌战略为例据对我国现阶段汽车多品牌战略情况进行研究，并找出当前我国汽车产业多品牌战略中存在的问题；第四部分是通用汽车的多品牌战略及启示，主要对通用汽车公司的多品牌战略进行研究，总结其失败的教训，吸取其经验，并得到有益的启示；第五部分是促进中国汽车多品牌战略发展的建议，结合我国汽车多品牌战略的现状和存在的问题，借鉴通用汽车多品牌战略的经验教训，提出有助于我国汽车多品牌战略发展的建议与举措；第六部分是结论与展望，对全文进行总结，展望未来。关键词：汽车产业；品牌；多品牌战略；通用汽车IIAbstractBrandstrategyisthecoreofmodernmarketing,asanimportanttypeofbrandstrategy,multi-brandstrategyifusedproperly,canhelpcompaniesimprovetheirbrandimageandexpandvisibility,increaseefficiency,andhelpcultivateloyalconsumers.Intheautomotivemarket,multi-brandstrategythroughthedifferentlevelsofproductscoveringallmarkets,asfaraspossibletomeettheneedsofmoreconsumersinthemarketsegments,richproductstomeetcustomerdemandandincreasecorporateprofitsandenhancemarketcompetitiveness,etc.haveobviousadvantages.Useanddevelopbrandstrategy,Liuinseparablespecificmarketenvironment,China'sautoindustryaswell.Atpresent,therapiddevelopmentofChina'senterprisesindustry,theautomotivemarketincreasinglyvast,China'sautomarkethasbecometheworld'sautocompaniesattractedtheattentionoftheplace,thevariouscarcompaniestocompeteintheChinesemarketwillalsobecomemoreintense.Thispaperisbasedonthebackgroundtostartatthesametime,theimplementationofforeignautocompaniesforthedevelopmentofmulti-brandstrategywiththerunningofthelocalbusstationalsoprovidesareferencebrandstrategy,therefore,themainpurposeofthispaperistostudythetheoryofmulti-brandBasedontheanalysisofthereasonsGM'smulti-brandstrategyfailstosummarizethesuccessfulexperience,revealitsfailures,andthenmakerecommendationsandissueofChina'sautomotiveindustryintermsofbranddevelopmentstrategyshouldbenoted.Thispaperisdividedintosixparts:Thefirstpartisanintroduction,mainlyintroducestheresearchbackgroundandsignificanceofthistopic,currentresearch,researchmethodsandresearchideas,etc.;Thesecondpartisamulti-brandstrategytheorysummary,fromthemeaningofmulti-brandstrategy,theadvantagesanddisadvantagesofthethreeaspectsofthemulti-brandstrategyrelevanttheoriestoexplain;Thethirdpartisamulti-brandstrategydevelopmentstatusquoofChina'sautoanalysis,analysisofChina'scarmarketoverviewfromstarttoGeely,Cheryandothercompany'sbrandstrategyasanexample,accordingtothepresentstageofourmulti-brandstrategycarcasestudiesandidentifyourcountrymulti-brandstrategyintheautomotiveindustry,theproblems;Thefourthpartisamulti-brandstrategyandInspirationGeneralMotors,primarilyforGeneralMotorsCorporation'smulti-brandstrategyresearch,summarizethelessonsoffailure,learnfromtheirexperiencesandgetusefulinspiration;ThefifthpartisaproposaltopromotethedevelopmentofChina'sautomulti-brandIIIstrategy,combinedwithourmulti-brandstrategycarstatusandexistingproblems,drawingonlessonslearnedfromGeneralMotorsmulti-brandstrategy,theproposedmulti-brandstrategywillhelpthedevelopmentofautomotiveadviceandinitiatives;Thesixthpartistheconclusionandoutlookforthefulltextsummaryandfutureprospects.KeyWords：AutoIndustry；brand；multi-brandstrategy；GeneralMotor；inspiration；IV目录摘要.......................................................................................................................................................................IAbstract.................................................................................................................................................................II目录..................................................................................................................................................................IV第1章绪论.........................................................................................................................................................11.1论文研究的背景及意义.............................................................................................................11.2文献综述.....................................................................................................................................21.2.1国外的品牌研究现状.........................................................................................................21.2.2国内的品牌研究现状.........................................................................................................31.3论文研究方法与思路.................................................................................................................41.3.1本论文采用的研究方法.....................................................................................................41.3.2本论文的研究思路.............................................................................................................5第2章多品