我国轿车自主品牌的发展战略研究

华中科技大学硕士学位论文我国轿车自主品牌的发展战略研究姓名：姜波申请学位级别：硕士专业：企业管理指导教师：李长江20061025IQQIIAbstractBrandistheeffectivemeansofearningmoneyandthechannelthroughwhichcorporationcancommunicatewithitscustomers.Corporationmustbuilditsownstrongbrandsifitwantstomaintainitssustainingcompetitiveadvantage.SinceChinainitiateditsreformandopeningdrive,itsautomobileindustryhasformedtheframeinwhichSino-foreignjointventureisthemainstyle,wishingtodevelopitsautomobileindustrybymeansofexchangingitsmarketwiththetechnology.However,becausetheforeignpartnerstrytomaintaintheiradvantagesoftechnologyandbrand,theymakethepainstakingeffortstohandicapChina’sautomobileindustrytodeveloptheirownbrands,andtoacquirethekeytechnologies.TheresultisthatagreatnumberofforeignautomobilebrandspermeateinChina’smarketandthebigpartoftheprofitinthejointedenterpriseswastakenawaybytheforeignpartnersinthenameoftechnologyandbrand.Basedonsuchkindofsituation,China’sautomobilecorporationsmustimprovetheirowntechnologylevelanddeveloptheirownbrandssoastodeveloptheirenterpriseandimprovethecapabilityofprofiting.ThispapertargetsontheweakestpartofChina’sautomobileindustry,namely,carindustry.ThisstudyreviewstheprocessofChina’scorporationsdevelopingtheirowncarbrands,simplyanalyzesthecurrentsituationofChina’scarmarket,andconstructstheconceptualframeworkofthecustomer-basedbrandequity.Thetheoryofcustomer-basedbrandequityembracesthreeparts,namely,means,brandknowledgeandbenefit.Meansincludesbrandidentities,marketingprogramsandsecondaryassociations,brandknowledgereferstobrandconsciousnessandbrandimage.Onthebasisofthat,inconjunctionwiththecurrentsituationofChina’scarindustry,thispaperparticularlyanalyzesthemarketingprogramsfromthefourelementsofproductprice,placeandpromotion,whichispurposedlyusedtobuildthebrandequity.Intheend,basedonthegivenmarketingmix,thispaperdetailedlyanalyzesthemarketingactivitiesonthebrandQQsponsoredbytheCheryAutomobile.Keywords:CarbrandBrandequityBrandawarenessBrandimageServiceprofitchain___111.121.2QQQQ322.12.1.1(1958-1980)195857195857119588CA721964SH76019803248[1]2.1.2(1981-2000)1990424092141994“”19971998199181055200062[1]“”01000002000003000004000005000006000007000001958196019751982199019952000579818194030424093254616123761958196019751982199019952000211958200020032.1.3200120042000751986200411.2924.9020012000620031125QQ200020042.1.42005200513.5424.316.7873.782-2200570[2]200651.336.325710.31QQ7.235.826050000100000150000200000250000300000010203040506070801479471953491552342163772442952529196.7846.9353.273.7855.1229.4705050505060622A520F320053.6945200594.1772.22005200610023200020007200633396700MG0102030405071315252729337131627303539200020012002200320042005062382006100332005279805001966280020051918.414.9817.97QQ11.6F39”2.32.3.1[3]2.3.2110[4]2341133.13.1.11[5]2[5]/[6][7]123.1.2[8]133.23.2.121[9]14213.2.21[10]23.2.3115[10][11]231643.2.41172183.2.5119234IMC[12]203.2.61[13]22144.14.1.11R“”“”“”“”222[14],,,,,,,,,,,,,4.1.2[15]123QQ223252004So-lara1.50.53Fit2444.1.31252”ABS(Anti-lockBrakeSystem)307ESPElectronicStabilityProgramIDRIVEIntelligentDrivesystem3GPS(GlobalPositioningSystem)4.2264.2.13074.2.2274.2.3420SEL735i8LS4003.5ES2502.105172/284.34.3.1[16](1)(2)(3)4.3.229[17]1234304.44.4.11234314.4.212[18]()343254.5.“”·“”4.5.1[19]133233495200584.5.2[20]414-135——[21]36375QQ1997AVL318200132003QQQQA5V5SUV2001QQ20052005QQQQ25QQQQ5.1QQ5.1.1QQQQ38QQ“”QQQQQQQQ5.1.2QQQQQQQQ2006QQ0.8L0.8L1.1L0.8L1.1L06QQ5.1.3QQQQQQQQ“I-say”MP3UQQ1.1,140km/h90km/h4.4200639QQ1.1LCAC472,QQDA46530%20%30%11%3.9L,5.2QQQQQQQQ,QQ4.98QQQQQQQQQQQQQQQQ2006QQ1.1CAC472QQ3.48405.3QQ5.3.120034S“4S”“”“”“”“”“4S”“”“”“”415.3.22001CKDQQ1511665.4QQQQQQQQ5.4.12004QQQQQQ100%“QQ”QQQQQQQQ422006QQQQ5.4.2QQQQQQ6020QQ“QQ”flash“QQ2005”20044“”QQ“”“”QQQQ5.4.3QQ200311“QQ”2004QQ20048“”QQ20049F1QQEZdriveQQ435.4.42005“”QQQQQ“”ISOTS169492005105.5QQ“”QQ5.5.120031210“”QQ442004“”6202004915“”416200412“”“24”“”2420051215••4S254S10002006315“-”“315”30-4“”“”“-”“”455.5.212005121315500“24”24GPS462“”“”“”QQQQ19392500QQ47QQQQQQ48QQWTO49Bosch“”5051[1],.[M].:2005.1-9[2].“”[J].,2006(3):14-17[3]..[M].:,1997.22-30[4].:[J].,2005(10):35-36[5].[M]..:,2003.470-475[6]Aaker,DavidA.ManagingBrandEquity:CapitalizingontheValueofaBrandName[M].NewYork:TheFreePress,1991.78-84[7]Keller,KevinLane.Conceptualizing,measuring,andmanagingcustomer-basedbrandequity[J].JournalofMarketing,1993(57):1-22[8].[M].:,2003.94-102[9].[M]..:,2001.60-65[10]Rossiter,JohnR.andLarryPercy.AdvertisingandPromotionManagement[M].NewYork:McGraw-HillBookCompany,1987.40-45[11]Alba,JosephW.andJ.WesleyHutchinson.DimensionsofConsumerExpertise[J].JournalofConsumerResearch,1987(3):53[12]PhilipJKitchen,DonESchultz.IntegratedCorporateandProductBrandCommunication(1)[J].AdvancesinCompetitivenessResearch,2003(11):66[13]Dick.Alan,DipankarChakravarti,andGabrielBiehal.Memory-BasedInferencesDuringConsumerChoice[J].JournalofConsumerResearch,1990(17):82-93[14].[J].,1999(3):18-20[15].[M].:,2003.126-132[16],.:[M].:52,2004.129-131[17].[J].,2006(1):17-19[18].[M].:,2001.114-117[19],.[M].:,2002.201-204[20].[M].,.:,2005.14-28[21].[M]..: