稿6中国汽车多品牌发展战略研究以通用汽车多品牌战略发展为例.docVIP

摘 要 品牌战略是现代市场营销的核心，。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，具有优势。 。中国市场已经成了全汽车企业场所。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 Abstract Brand strategy is the core of modern marketing, as an important type of brand strategy, multi-brand strategy if used properly, can help companies improve their brand image and expand visibility, increase efficiency, and help cultivate loyal consumers. In the automotive market, multi-brand strategy through the different levels of products covering all markets, as far as possible to meet the needs of more consumers in the market segments, rich products to meet customer demand and increase corporate profits and enhance market competitiveness, etc. have obvious advantages. Use and develop brand strategy, Liu inseparable specific market environment, Chinas auto industry as well. At present, the rapid development of Chinas enterprises industry, the automotive market increasingly vast, Chinas auto market has become the worlds auto companies attracted the attention of the place, the various car companies to compete in the Chinese market will also become more intense. This paper is based on the background to start at the same time, the implementation of foreign auto companies for the development of multi-brand strategy with the running of the local bus station also provides a reference brand strategy, therefore, the main purpose of this paper is to study the theory of multi-brand Based on the analysis of the reasons GMs multi-brand strategy fails to summarize the successful experience, reveal its fail