比亚迪汽车自主品牌营销策略研究

比亚迪汽车自主品牌营销策略研究(17000字)
摘  要：近十年来，特别是近两年经济危机，世界汽车经济环境发生了深刻的变化。美日欧汽车行业严重下滑，中国汽车如吉利、奇瑞、比亚迪等发展迅猛，但国内汽车品牌营销严重不足这显得与发展不对称。为了更好的分析中国自主汽车的发展道路，本文从自主品牌中选出比亚迪汽车进行分析，就其精准的品牌定位、营销设计及战略进行分析，得出的结论是比亚迪应该在品牌营销策略上更注重电能汽车研发的延续性发展、加大重视设计策略上比例、广告的立体化发展以及网络电子商务建设。

关键词：比亚迪汽车；自主品牌；精确定位；发展模式

BYD Auto Independent Brand Marketing Strategy
Abstract：In the past 10 years, especially the last two years, the economic crisis has lead to profound changes in the world automobile economic environment. A serious downturn has taken place in the automotive industry, in USA, Japan and Europe, however, china’s automobile industry develops rapidly as GEELY ,CHERY ,BYD and so on. But the serious shortage of brand marketing seems not to fit for the development .In my article I have selected BYD from china’s autonomous vehicle brand for analysis on its prescise brand positioning ,marketing design and strategy to better analyze the development road of china’s indepent automobile industy. And the conclusion has been made that BYD should pay more attention to the continuous development of research on electrical power automobile in respect of brand marketing strategy and in design strategy more importance should be attached to the three dimensional development of rate and advertising as well as the construction of the network electronic commerce.
Key words：BYD Auto; Own Brand; Marketing Strategy; Measures Proposed
 

目    录
摘要…………………………………………………………………………………………1
关键词………………………………………………………………………………………1
一、绪论……………………………………………………………………………………2
（一）选题的目的和意义……………………………………………………………2
（二）国内外研究现状………………………………………………………………2
1、国外研究现状………………………………………………………………4
2、国内研究现状………………………………………………………………5
（三）评述……………………………………………………………………………8
二、中国发展自主汽车品牌的必要性…………………………………………………8
（一）品牌创造价值…………………………………………………………………8
（二）有品牌才有话语权…………………………………………………………9
（三）缺少自主品牌将导致产业空心化…………………………………………9
（四）发展中国汽车工业自主品牌的时机成熟…………………………………9
三、比亚迪汽车自主品牌营销的SWOT分析……………………………………………10
四、比亚迪汽车的品牌营销策略…………………………………………………12
（一）产品策略…………………………………………………………………12
（二）定价策略…………………………………………………………………13
（三）渠道策略……………………………………………………………………13
（四）沟通与促销策略……………………………………………………………14
五、比亚迪汽车营销面临的挑战…………………………………………………………14
（一）低价格策略的持续性问题…………………………………………………14
（二）质量的稳定性问题…………………………………………………………14
（三）品牌建设发展问题…………………………………………………………15
（四）企业营销体系单一薄弱……………………………………………………15
（五）售后服务不完善……………………………………………………………16
六、比亚迪汽车品牌营销问题的对策……………………………………………………16
（一）打造明确的品牌战略………………………………………………………16
（二）比亚迪汽车的设计策略……………………………………………………16
（三）品牌营销网络化……………………………………………………………17
（四）构建立体广告攻势…………………………………………………………17
（五）全球化中营销的本土化……………………………………………………18
七、结束语…………………………………………………………………………………18
参考文献……………………………………………………………………………………19
致谢…………………………………………………………………………………………21