我国汽车产品品牌拥挤的影响因素分析.pdfVIP

2011 3 2011 No1 3 Science and TechnologyM anagem ent Research : 1000- 769 ( 2011) 03- 0131- 04 我国汽车产品品牌拥挤的影响因素分析 周仲宽, 李春好 (吉林大学管理学院, 吉林长春 13002 ) : 基于对品牌与品牌拥挤的内涵分析, 系统阐述行业产业政策 场竞争环境 场供求关系 场细分 消费者行为企业战略企业产能等诸因素对品牌拥挤的影响关系这对指导汽车生产经营企业提高品牌管理 水平具有重要意义 : 汽车产品; 品牌; 品牌拥挤; 影响因素分 : F27312 : A C on gestion Factor A nalysis on Dom estic Car B rands ZHOU Zhongkuan, L IChunhao ( School ofM anagement, Jilin Un ivers ity, Changchun 13002 , China) A bstrac t: Based on the analysis of b rand and brand congestion, th is paper presents how the factors influence brand con- gestion, such as the automob ile industry policy, them arket conditions, them arket supp ly and dem and, them arket segm en- tation, the consum er behavior, the enterprise strategy, and the production capacity. Itw ill be useful for the carm anufactur- ing enterprise to mi prove their production brand m anagem ent. K ey w ord s: car product; brand; brand congestion; influent factor analysis , 1 , Ph ilip K otler, [ 1] 2 , Patrick Barw ise [ 2] , , , , , , [ 3] , , 2009