我国汽车自主品牌发展策略研究_企业管理_经管营销_专业资料.docxVIP

高等教育自学考试毕业论文封面市地：烟台市 2016年10月12日专 业工商企业管理姓 名王潇颖联系电考证号065515100321档 案 号通讯地址烟台汽车工程职业学院邮 编265500论文题目我国汽车自主品牌发展策略研究论文页数20页指导教师任传鹏指导教师评估签 名 评 审 意 见签 名答辩评估签 名毕业考核成绩主考院校签章年 月 日摘要 在汽车工业全球化的背景下，世界主要跨国汽车巨头携资金，技术，品牌的优势已基本完成在中国汽车市场的布局，中国正在成为国际、国内汽车品牌对垒和角力的舞台。核心竞争力不足和品牌缺失是我国民族汽车工业的短板。这种与狼共舞的局面使我国的民族汽车品牌面临着生存与发展的严峻考验。我国汽车工业迫切需要加强汽车品牌战略的研究，探求我国民族汽车企业提升核心竞争力，加强自主创新的能力。本文以自主品牌的角度入手，结合企业战略管理理论，首先分析了我国汽车自主品牌的现状。其次，梳理了我国汽车在实施自主品牌策略上的存在的问题。再次，通过实证分析和比较分析找出我国汽车自主品牌存在的问题的原因。第四，通过政府、市场和企业三个角度对我国汽车自主品牌存在的问题提出建议。最后，进行总结。希望通过本文的研究，能为我国汽车业在实施自主品牌策略上提供有益帮助，促其可以得到更快的发展。关键词：中国汽车业；自主品牌；品牌战略；自主创新 Abstract In the context of the automobile industry globalization,the multinational automobile factories has finished the distribution in Chinese market under the help of fund, technology and brands. Chinese automobile market is also reflected by the form of competition with the International Motor vehicle-brands. Lack of core competitiveness and lack of brand is the short board of national automobile industry in our country. The situation of dancing with wolves makes the development of national automobile brand very grim. Therefore, in this key period of our national automobile enterprises, seeking to upgrade their core competitiveness, especially brand competitiveness is imminent for the national automobile enterprises. This paper takes the automobile industry of our country as the research object, firstly analyzes the present situation of our countrys auto brand, and finds out the existing problems in the implementation of the independent brand strategy. Secondly, through the examples and theoretical knowledge to find out the reasons for the problems of Chinas auto brands. Again through the micro and macro, internal and external two aspects of Chinas auto brand in the existence of the problem put forward suggestions. Finally, a summary is made. Hope that through this study, can provide useful help for the implementation of the automobile industry in our own brand strategy, and promote th