【作者】 唐雪阳；

【导师】 曾德明；

【作者基本信息】 湖南大学 ， 工商管理， 2003， 硕士

【摘要】 随着改革开放的推进以及二十多年的经济高速增长，我国居民收入大幅度增加，汽车正在快速进入普通家庭，开始取代家电成为新一代领航消费品，中国已经发展成为一个极具潜力的汽车消费市场。 在全球经济一体化进程的日益推进下，世界汽车工业巨头纷纷加速进入中国这个新兴的汽车市场，市场竞争日趋激烈，新的车型不断涌现，消费者的消费意识及价值观也随着发生了巨变，市场竞争逐渐由原来的产品战、营销战演变成品牌战。 湖南长丰汽车制造公司是我国最大的中高档越野车生产厂家，销售量连续三年在同行业中名列第一，其主导产品“猎豹”牌越野车是引进日本三菱技术进行国产化适应性改进而成的，已形成不同配置、不同价格的产品系列，可以满足消费者的多层次需求。长期以来，猎豹汽车的主要目标市场是公务车市场和商务车市场；近年来，在经济发达的沿海地区，猎豹汽车的个人消费比例已超过50％，公司针对这一市场变化对猎豹汽车进行了产品结构调整，猎豹汽车的消费主体将由集团用户转向个人用户。 本文以“猎豹”汽车品牌营销为主题，首先对国内外品牌理论进行了归纳，为“猎豹”汽车品牌营销策划提供理论指导；其次，文章对我国越野车市场的环境、消费者行为特征、越野车市场的发展趋势及“猎豹”的主要竞争品牌进行详细的分析；最后，在对“猎豹黑金刚”品牌营销剖析的基础上，对即将上市的国内第一款针对家用市场的越野车“猎豹飞腾”的品牌营销提出了设想。更多还原

【Abstract】 With the further opening up and the rapid economic growth in the past 20 years, the residents in China have quickly increased in their income. Automobiles are entering the average Chinese families and becoming a prior consumer goods of a new generation in place of the electronic household appliances. China has been developing into a most potential consumer market for automobiles.Generated by the global economic integration, the automobile magnates of the world are increasingly turning to the Chinese market, leading to a more competitive market and more types of new cars. As a result, people’s consumer concept and sense of value are experiencing an abrupt change accordingly. Market competition has changed from the competition of products, marketing in the past to competition of brand names.Liebao is one of the biggest manufacturers of light off-road automobiles in china, and tops the national sales for 3 consecutive years. Liebao vehicle acquires its technology from Mitsubishi and localizes the production process. Over the years, Liehao has created a series of cars with a wide range of specifications and price range to meet the requirement of different customers. All along, Liebao has targeted government and corporate clients. The fast economic growth of the coastal cities has increased Liebao’s personal buyers to over 50%. Liebao is reorganizing its strategy to shift its focus from group buying to individual purchasers.This thesis focuses on the brand marketing of Liebao motors. It first gives a generalization of the brand theory home and abroad, providing a theoretic guidance for Liebao motors’ brand marketing. It then has a detailed analysis of the off-road motors market surroundings, the developing trend of the off-road motors market and the leading competing brands of Liebao motors. Finally, the thesis is intended to give some imagination and suggestions to the brand marketing of the first type of Liebao Feiteng intended for the family-owned motor market,based on the explanation of the brand marketing of Liebao Hejinggang.更多还原