品牌文化营销在汽车营销中应用的研究—以比亚迪汽车为例（毕业学术论文设计）.docVIP

精品 毕业论文 品牌文化营销在汽车营销中应用的研究 ——以比亚迪汽车为例 RESEARCH ON BRAND CULTURE MARKETING IN AUTOMOBILE MARKETING APPLICATION ——A CASE STUDY IN BYD 班 级 学 号 学生姓名 学院名称 专业名称 指导教师 精品 摘要 在现行的市场经济条件下，中国消费者的收入水平不断地增加，同时生活水平也稳步提高，对汽车的消费开始从经济型转为文化型消费，消费者变得越来越喜欢既能满足其感性需要和理性需要，又能提供某种具有独特价值的商品，因此消费者对汽车这种商品的品牌内涵和文化价值等方面越来越重视。这一系列的变化导致品牌文化被企业广泛关注。品牌竞争已经成为汽车市场竞争的主流形式，而品牌文化作为凝结在品牌上的核心价值将最终对增强品牌竞争力发挥主导作用，对于提升企业核心竞争力具有重要的现实意义。 本文以比亚迪如皋益都4S店作为研究对象，对品牌文化在其汽车营销中的应用进行实证分析。论文阐述了比亚迪如皋益都4S店的现状；分析了其品牌物质文化建设、品牌行为文化建设、品牌精神文化建设等方面存在的问题；提出了营造具有民族特色的品牌文化；增强品牌文化的推广宣传；品牌理念提升品牌文化等改进措施，以期对比亚迪如皋益都4S店的品牌文化应用提供借鉴。 关键词 品牌文化营销；汽车营销；SWTO分析；策略 Abstract Nowadays, the income level of Chinese consumers is gradually increasing as well as with a stable development of average life standard on the condition of market economy. Therefore, more and more consumers are paying attention on such aspects as brand connotation and cultural values, which leads to a consuming trend altered from economical to cultural while the products with both sensitive and rational qualities are favored to customers. Thus, the changes have mentioned before have already widely noticed by the automobile enterprises and what’s more, brand competition is becoming the main stream in automobile markets in which brand culture plays a significantly leading role in enhancing brand competition and promoting competence of an enterprise as a bonded core value. This paper makes a practical analysis on how brand culture effects the automobile sales when researches on the Rubuyidu BYD 4S sales center. It has illustrated the contemporary situation in the Rubuyidu BYD 4S sales center and at the same time analyzed some problems lying in its brand material, behavioral as well as spiritual cultural constructions. The author also put forward some advises of improvement as building a nationalized brand culture, Enhance the brand culture promotion; the brand idea improvement measures to promote the brand culture, which mean to improve the applied situation of brand cul