提升自主品牌轿车竞争力问题研究

^论文编号:GM067    包括:开题报告及任务书,^论文字数:8415,页数:13

摘   要

     品牌影响力是企业最重要的无形资产，一个产品品牌的影响力对消费者的购买行为将产生极大影响，甚至左右消费者的购买积极性，与合资车比起来，自主品牌的影响力明显偏弱，集中表现在消费者对产品质量、品质等的不认可。正因为如此，自主品牌不得不以性价比来打动消费者，靠低价高配置来扩大销量，这一措施将极大的削减企业的利润。直接结果就是我们的自主品牌轿车得不到市场的追捧，导致其低盈利水平，由于低盈利接着影响产量的扩大，所以，当前自主品牌发展的瓶颈是品牌影响的薄弱，今后的发展目标不仅要实现量的积累，更要实现势的提高。

【关键词】品牌影响力      无形资产      自主品牌

Abstract

    The brand influence is the most important intangible asset of the enterprise; the influence of a product brand will have enormous influence to consumer's purchasing behavior, even change the consumer's purchasing enthusiasm. Compared with the vehicle of the joint capital, the influence of independent brand will be obviously weak. What’s more, the quality will not be approved by customers. Therefore, the independent brand could not but move the consumer by the natural price and depend on the low price and high disposition to expand the sales volume, which makes enormous reduction to the enterprise's profit. The direct result is that passenger vehicle of our independent brand cannot obtain the market, causing its low profit level, thus affects the expansion of the output. Therefore, the current development bottleneck of the independent brand is the weakness of brand influence; the next goal not only will want the solid accumulation, but the solid enhancement of the current situation.

【Key Words】Brand influence; Intangible asset; Independent brand 
     
目  录

1   企业着力打造自主品牌的原因 ........................................2
2  自主品牌轿车企业SWOT分析 ...........................................3
2.1  自主品牌轿车企业发展的优势 .......................................3
2.2  自主品牌轿车企业的劣势 ...........................................5
2.3  自主轿车企业发展的机会........................................... 7
2.4  自主品牌轿车企业发展的主要威胁 ...................................8
3. 自主品牌轿车企业发展的策略 .........................................9
3.1  企业高度重视人才培养和技术创新，提高产业技术创新能力 .............9
3.2  加强行业自律，维护产业的整体和长远利益 ...........................10
3.3  加快产业重组的步伐，提高产业集中度 ...............................10
参考文献 ..............................................................12
致   谢 ...............................................................13

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