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1、摘 要品牌战略是现代市场营销的核心，作为品牌战略的重要类型，多品牌战略如果运用得当，能够帮助企业提高自身品牌形象、扩大知名度、增加效益，并有利于培养忠实的消费者。在汽车市场上，多品牌战略能通过不同层次的产品覆盖所有市场，尽可能满足更多消费者的需求，在细分市场、丰富产品、满足顾客需求、增加企业利润、提升市场竞争力等方面均具有明显优势。品牌战略的运用与开展，刘离不开具体的市场环境，我国汽车行业也是如此。当前，我国企业产业飞速发展、汽车市场日益广阔，中国汽车市场已经成为了全世界汽车企业所瞩目的场所，各汽车企业对中国市场的竞争也必将日趋白热化。本文即是以这一背景为基础展开的，同时，国外汽车企业多品牌战
2、略的实施为我国本土汽车站也品牌战略的制定与运行提供了借鉴，因此，本文主要目的是在多品牌相关理论研究基础上，分析通用汽车公司多品牌战略失败的原因，总结其成功经验，揭示其失败的教训，进而提出我国汽车业在品牌发展战略方面的建议及应注意的问题。本文主要分为六大部分：第一部分是绪论，主要介绍本课题的研究背景与意义、国内外研究现状、研究方法与研究思路等；第二部分是多品牌战略理论综述，从多品牌战略的涵义、优势和劣势三个方面对多品牌战略相关理论进行阐释；第三部分是中国汽车多品牌战略发展现状分析，从分析我国轿车市场概况入手，以吉利、奇瑞等公司的品牌战略为例据对我国现阶段汽车多品牌战略情况进行研究，并找出当前我国
3、汽车产业多品牌战略中存在的问题；第四部分是通用汽车的多品牌战略及启示，主要对通用汽车公司的多品牌战略进行研究，总结其失败的教训，吸取其经验，并得到有益的启示；第五部分是促进中国汽车多品牌战略发展的建议，结合我国汽车多品牌战略的现状和存在的问题，借鉴通用汽车多品牌战略的经验教训，提出有助于我国汽车多品牌战略发展的建议与举措；第六部分是结论与展望，对全文进行总结，展望未来。关键词：汽车产业；品牌；多品牌战略；通用汽车AbstractBrand strategy is the core of modern marketing, as an important type of brand strate
4、gy, multi-brand strategy if used properly, can help companies improve their brand image and expand visibility, increase efficiency, and help cultivate loyal consumers. In the automotive market, multi-brand strategy through the different levels of products covering all markets, as far as possible to
5、meet the needs of more consumers in the market segments, rich products to meet customer demand and increase corporate profits and enhance market competitiveness, etc. have obvious advantages. Use and develop brand strategy, Liu inseparable specific market environment, Chinas auto industry as well. A
6、t present, the rapid development of Chinas enterprises industry, the automotive market increasingly vast, Chinas auto market has become the worlds auto companies attracted the attention of the place, the various car companies to compete in the Chinese market will also become more intense. This paper
7、 is based on the background to start at the same time, the implementation of foreign auto companies for the development of multi-brand strategy with the running of the local bus station also provides a reference brand strategy, therefore, the main purpose of this paper is to study the theory of mult
8、i-brand Based on the analysis of the reasons GMs multi-brand strategy fails to summarize the successful experience, reveal its failures, and then make recommendations and issue of Chinas automotive industry in terms of brand development strategy should be noted. This paper is divided into six parts:
9、 The first part is an introduction, mainly introduces the research background and significance of this topic, current research, research methods and research ideas, etc.; The second part is a multi-brand strategy theory summary, from the meaning of multi-brand strategy, the advantages and disadvanta
10、ges of the three aspects of the multi-brand strategy relevant theories to explain; The third part is a multi-brand strategy development status quo of Chinas auto analysis, analysis of Chinas car market overview from start to Geely, Chery and other companys brand strategy as an example, according to
11、the present stage of our multi-brand strategy car case studies and identify our country multi-brand strategy in the automotive industry, the problems; The fourth part is a multi-brand strategy and Inspiration General Motors, primarily for General Motors Corporations multi-brand strategy research, su
12、mmarize the lessons of failure, learn from their experiences and get useful inspiration; The fifth part is a proposal to promote the development of Chinas auto multi-brand strategy, combined with our multi-brand strategy car status and existing problems, drawing on lessons learned from General Motor
13、s multi-brand strategy, the proposed multi-brand strategy will help the development of automotive advice and initiatives; The sixth part is the conclusion and outlook for the full text summary and future prospects.Key Words：Auto Industry ；brand； multi-brand strategy；General Motor；inspiration；目 录摘 要I
14、AbstractII目 录IV第1章 绪论11.1 论文研究的背景及意义11.1.1研究背景11.1.2研究意义11.2 文献综述21.2.1国外的品牌研究现状21.2.2国内的品牌研究现状31.3 论文研究方法与思路31.3.1本论文采用的研究方法31.3.2本论文的研究思路4第2章 多品牌战略理论综述62.1 多品牌战略的涵义62.2 多品牌战略的优势72.3 多品牌战略的劣势9第3章 中国汽车多品牌战略发展现状分析103.1中国轿车市场概况103.2我国汽车业品牌战略的实施现状103.2.1我国汽车业多品牌战略的实施113.2.2我国汽车业单品牌战略的实施133.3 我国汽车业实施多品牌
15、战略存在的问题153.3.1多品牌战略制定过程有待完善153.3.2多品牌战略执行不力163.3.3开发能力滞后，技术水平低下163.3.4企业体制不健全，品牌成长受约束173.3.5受国际同行业冲击严重17第4章 通用汽车的多品牌战略及启示184.1 通用汽车实施多品牌战略的必要性与可行性184.1.1通用汽车多品牌战略实施的必要性184.1.2通用汽车多品牌战略实施的可行性194.2 通用汽车公司多品牌战略的发展历程214.2.1发展历程214.2.2通用产品的市场定位分析224.3 通用汽车多品牌战略实施存在的问题分析234.3.1以利润为导向的同一化战略234.3.2“土星计划”实施不当234.4 通用汽车多品牌战略失败原因分析233.4.1与汽车发展主流趋势不符234.4.2劳务成本过高244.4.3石油能源变化对汽车市场的影响244.4.4日产车企抓住了市场契机244.5 通用汽车多品牌战略对我国汽车品牌的启示254.5.1要积极探索我国汽车品牌发展的战略指导思想254.5.2要遵循汽车品牌战略的正确原则254.5.3要明确我国汽车品牌发展的战略重点254.5.4要建立我国汽车品牌发展的战略模式26第五章 促进中国汽车多品牌战略发展的建议275.1走品牌延伸之路275.1.1用途延伸策略275.1.2市
