协助完成研宄工作和提供便利条件的组织或个人

在研究工作中提出建议和提供帮助的人

给与转载和引用权的资料、图片、文献、研宄思想和设想的所有者

其他应感谢的组织和个人

V 摘要
国产汽车品牌一直在国际上的地位不高,但是近年来我国国产汽车企业却在
经济体制改革以及我国经济实力提升的基础上得到了空前发展。对于汽车企业来
说,其品牌策略更是直接绝对其未来的发展方向,因此制定有前瞻性的品牌策略
非常有必要。长城汽车公司作为我国自主的汽车品牌之一,近年来在国际上的地
位逐渐上升,这不仅为国产汽车品牌带来了动力,同时也为我国经济地位的提升
做出了贡献。但是与此同时,长城汽车公司发展过程中也面临着严峻的市场环境,
因此本文通过对长城汽车公司的发展现状、环境以及行业地位进行分析,从而对
长城汽车公司的品牌策略进行设计,希望能够为我国民营汽车企业的品牌策略制
定提供参考

(1)本文系统分析了保定市长城汽车公司股份有限公司的发展现状,发现
长城汽车公司传统的品牌发展策略虽然为其品牌发展有一定的积极影响,但是在
现代市场经济以及内外竞争环境下,传统品牌策略己经无法满足长城汽车公司继
续发展的需求,因此对现有品牌发展策略进行优化迫在眉睫

(2)本文评价了长城汽车公司传统的品牌发展策略,尤其是对其品牌策略
目标以及方法进行综合分析,同时对现在的市场行业趋势进行了系统分析,从而
具体评价其发展的内外环境,也正是通过这样的分析为后文长城汽车公司的品牌
策略设计奠定了基础

(3)本文提出了长城汽车公司应该实行多元化的品牌策略,认为长城汽车
公司应该走多元化的发展道路,并对长城汽车公司品牌策略目标设定、品牌推广
方式选择以及品牌形象提升提出的具体的建议,从而为长城汽车公司进一步发展
奠定有利基础

本文对长城汽车公司的品牌发展策略研宄对于我国自主汽车品牌策略的完
善与优化具有重要参考价值;与此同时,本文不仅对长城汽车公司的发展现状、
发展趋势以及环境进行了全面的分析,同时还对我国国内其他汽车品牌进行了行
业分析,这一点在其他相关文献中的内容比较少,而且从理论角度来看,当前国
内外虽然针对汽车行业的品品牌策略有了一定的研究,但是却少有学者能够站在
中国自主汽车品牌的角度来进行品牌策略的研究,因此本文的研宄不仅能够为中
国学者的进一步研究提供理论参考,同时也能够为其他国家自主品牌策略研究提
供借鉴,这也是本文写作的理论意义所在

VI 关键词:长城汽车公司;品牌策略;行业环境
VII Abstract
Domestic car brands have been on the international status is not high, but in
recent years, domestic automobile enterprises in our country in the economic system
reform, and on the basis of China&39;s economic strength improve got unprecedented
development. For car companies, its brand strategy is absolutely directly the
development direction of the future, so have a forward-looking brand strategy is very
necessary. As one of the independent brand cars in China, Great Wall motor position
gradually in the world is rising in recent years, which not only brought power for
domestic car brands, but also contributed a lot to the promotion of the position of our
countryfs economy. But at the same time, the Great Wall automobile development is
faced with severe market environment, therefore this article through to the Great Wall
automobile development present situation, environment and industry status is
analyzed, which was carried out on the Great Wall brand strategy design, hope to be
able to for our country privately operated automobile enterprise brand strategy to
provide the reference.
(1) system, this paper analyses the current development of baoding Great Wall
automobile co.5 LTD., found that the Great Wall brand development strategy of
traditional although has certain positive influence for the brand development, but in
the modem market economy and the internal and external competitive environment,
the traditional brand strategy has been unable to meet the needs of the development of
the Great Wall to continue so optimize the existing brand development strategy is
imminent.
(2) this paper evaluated the traditional Great Wall brand development strategy,
especially for its brand strategy goals and methods for comprehensive analysis, as
well as the present market industry trend has carried on the system analysis, and
detailed evaluation of the development of internal and external environment, it is
through such analysis for Wen Changcheng automobile brand strategy design after
laid a solid foundation.
(3) in this paper, the Great Wall should carry out diversified brand strategy, think
the Great Wall should be diversified development road, and the Great Wall brand
strategy goal setting and brand image promotion, brand promotion way put forward
concrete Suggestions, so as to lay a good foundation for Great Wall farther
VIII development.
In this p^er, the Great Wall brand development strategy research for the
improvement of the independent brand strategy and optimization of our country has
important reference value; At the same time, this article not only to the Great Wall
development present situation, development trend and the environment has carried on
the comprehensive analysis, it also has other domestic auto brand in our country
industry analysis, the less content in otiier relevant literature, and from the Angle of
theory, the current domestic and foreign although product brand strategy for the auto
industry has a certain research, but few scholars can stand in the perspective of
Chinese indq^ndent brand car brand strategy research, the research of this paper can
not only provide theoretical reference for further study on the Chinese scholars, but
also can provide reference for other national independent brand strategy research, this
also is the theory meaning of this writing.
Key words: The Great Wall car; Brand development strategy; The industry
environment
IX 目 录
m ^ vi
Abstract VIII
@ M X
1 绪论
-1 -
1.1研究背景和意义
-1 -
1.2国内外研究现状
-1 -
1.2. 1国内研宄现状
-1 -
1.2.2国外研宄现状
-3 -
1.3本文的思路及主要内容
-4 -
1. 3. 1本文写作思路
-4 -
1.3. 2本文主要内容
-5 -
1.4相关理论概述
-6-
1. 4. 1品牌策略的概念
-6 -
1. 4. 2品牌发展策略制定的必要性
-6 -
2长城汽车公司现状与环境分析
-8 -
2.1长城汽车公司发展背景
-8 -
2. 2长城汽车公司品牌发展现状
-9 -
2. 2.1长城汽车公司品牌发展现有成绩
-9 -
2. 2. 2长城汽车公司品牌发展存在的不足
-10 -
2. 3外部环境分析
-12 -
2. 3. 1宏观环境分析
-12 -
2. 3. 2行业环境分析
-15 -
2. 4内部环境分析
-17 -
2.4.1公司资源分析
-17 -
3. 4. 2核心竞争力分析
-18 -
3保定市长城汽车公司股份有限公司品牌地位分析
-21 -
3.1汽车品牌影响因素分析
-21 -
x 3. 2长城汽车公司竞争对手分析
24 —
3. 2.1合资品牌分析
-24 -
3. 2. 2外资品牌分析
-26 -
3. 2. 3自主品牌
- 28 _
3. 3长城汽车公司的竞争地位
-31 -
4长城汽车公司的品牌设计
-33 -
4.1长城汽车公司SWOT分析
-33 -
4. 2传统的品牌策略
-34 -
4. 3长城汽车公司的品牌策略决策一一QSPM
- 34 -
4. 3.1机会分析
-34 -
4. 3. 2威胁分析
-35 -
4. 3. 3优势分析
-35 -
4. 3.4劣势分析
-35 -
4. 4长城汽车公司品牌设计
-38 -
4.4.1制定正确的品牌策略目标
-38 -
4. 4. 2完善品牌推广策略
-40 -
4. 4. 3提升企业品牌形象
-42 -
5结论与展望
-44 -
5.1研究结论
-44 -
5. 2 展望
-44 -
参考文献
-46 -
调查问卷 -49 -
XI
辽宁工程技术大学工商管理硕士(MBA)学位论文
1绪论
1. 1研究背景和意义
我国的自主汽车品牌发展最早可以追溯到上个世纪中旬,但是当时的汽车企
业大都是在国家政府的掌控之下,进入到九十年代开始,一大批民营汽车企业兴
起,与此同时,国外知名的汽车企业也开始入驻中国市场,这在丰富了中国汽车
市场成分的同时,也为国内汽车行业的发展带来了机遇。从二十一世纪初期开始,
我国自主汽车品牌发展到了繁荣阶段

近几年,我国国内的汽车市场越来越繁荣,尤其是在我国的进口汽车关税调
整政策推出以后,大部分的外资汽车流入,并且由于关税调整带来的大幅度降价
也使得国内的外资汽车品牌销量大幅度上涨,这使得我国的自主汽车品牌地位产
生动摇,但是由于前几年我国自主汽车品牌的蓬勃发展,使得我国