江铃全顺品牌设毕业论文.doc

摘 要 近年来，随着我国经济的快速增长，我国的汽车工业取得了举世瞩目的成就，在加入世贸后，我国的汽车工业更是发展到了转折的重要关头。市场经济的快速发展，引发了汽车消费结构的改变，企业结构，产品结构和流通体制也随之改变。因此尽快建立符合市场运行规律的的中国汽车品牌建设的新模式，是迎接入世挑战的重要一环。 中国正在逐渐成为一个汽车消费大国，保证本国汽车工业的健康快速发展是一个必然选择。但是我国的汽车工业起步晚，发展滞后于发达国家，而民营汽车企业品牌意识一向薄弱，在品牌建设上有许多片面的认识，但是以江铃为代表的一系列民营品牌在品牌建设上虽然问题不少，但是取得了一定的成功，经验值得借鉴。 本文在分析了江铃全顺品牌建设的过程，品牌的定位和维护，总结他在品牌建设过程中取得的成果，分析了他还有那些不足并提出改进之处，为其他民营汽车品牌提供了借鉴经验。 【关键词】江铃汽车 全顺品牌 品牌建设 Abstract Recently, with the growth of economy of Chian.Chinas automobile industry has made remarkable achievements in the WTO, the development of Chinas automobile industry is turning into a critical juncture. The rapid development of the market economy, causing changes in the structure of automobile consumption, corporate structure, mix of product and distribution system also changed. Therefore, building a new model to meet the WTO is an important part of the challenge in line with market operation rules of Chinese auto brand as quickly as possible Gradually, China is the biggest market of automotive of the whole world .It is inevitable to ensure the healthy and rapid development of domestic automobile market. However, Chinas automobile industry started late, development lags behind the developed countries, while private domestic enterprises always had weak brand awareness, but at JMC represented by a series of private brands in brand building, although problems are Existed, but has achieved some success, experience is worth learning from. Based on the analysis of the JMC Transit brand building process, brand positioning and maintenance, summarize the process of building his brand achievements, as well as those of his deficiencies and propose improvements for other private car brand experience provides a reference . 【Key words】JMC；Transit；Brand building 目 录 1 前言 1.1选题背景 9 1.2选题意义 10 1.3写作思路和结构 10 2 品牌与品牌建设的相关理论 2.1品牌的概念 10 2.2品牌建设理论 11 3 江铃公司与全顺车型 3.1公司概况 13 3.2全顺品牌简介 13 4 全顺的品牌建设 4.1 全顺的品牌定位 15 4.1.1 中国商务车市场 15 4.1.2 全顺品牌的市场定位 16 4.2全顺的品牌推广 17 4.2.