第一章 汽车自主品牌.docVIP

河南大学经济学专业自考本科毕业论文 中国汽车自主品牌创建的必要性分析 作 者： ××× 专 业： 经济学 准考证号： ××××××× 指导老师： 成 绩： 性 别： × 身份证号： ××××××× 联系电话： ××××××× 工作单位： ××××××× 完成时间：20××年×月 ×日 摘 要 中国汽车业一直以来也这样将低成本作为自主品牌的优势进行分析着，在市场中自主品牌更以低价和高性价比获得繁荣的市场增长，这让我们认不清自主品牌与合资品牌的差距所在，严重阻碍了我国自主品牌的发展。现在自主品牌有两个问题，一个是品牌价值方面的问题，再一个就是汽车的销量问题，在这种情况下更应该把看不见的品牌做好。 关键词： 汽车 自主品牌 定义 必要性 缺陷 对策 Abstract Chinas auto industry has been too low as it will analyze the advantages of its own brand with, its own brand in the market more cost-effective access to low prices and high market growth and prosperity, which makes clear our own brand recognition with the joint venture between the brand where a serious obstacle to the development of Chinas own brand. Now there are two issues its own brand, a brand value of the problem, then one is the issue of car sales, in this case should do the invisible brand. Key words: Car Own brand Definition Necessity Defect Countermeasure 目 录 ················································　2　 （（一）我国汽车自主品牌发展现状 ···················································2 （（二）关于汽车自主品牌定义的探讨 ·····················································3 （三）自主品牌和合资品牌的比较 ·····················································3 二、从品牌的作用看汽车知名品牌建立的必要性 ·············································4 （一）对国家——增强国家经济实力 ····························4 （（二）对企业——增强市场竞争力 ·····················································8 三、我国汽车自主品牌存在的问题及发展对策 ············9 （一）人才条件缺乏 ···············································10 （二）缺乏核心技术和自主研发能力 ·········1 （三）缺乏品牌经营意识 四）缺乏明确的品牌定位和鲜明的人格化特征 五）将品牌战略简单等同于品牌知名度（六）自主品牌仍面临数量多、规模小的散乱局面。 结束语·······························································································13 参考文献························································································14 致谢····································································································· 15 前