东北财经大学本科毕业论文
上海汽车自主品牌战略浅谈
作 者： 刘 加 阳 院 系： 扬州电大仪征分校 专 业： 工 商 管 理 年 级： 08级 学 号： 081060339 指导教师： 李 廷 春 答辩日期： 2010、11、27 成 绩：
内容提要
随着经济全球化和一体化的不断深入，以及中国加入世贸组织，中国汽车市场竞争格外激烈。拥有高价值的汽车品牌成为汽车行业的最重要的竞争优势之一，我国汽车同全球汽车巨头进入了品牌竞争的时代，而我国汽车自主品牌的发展更是当务之急。
本论文在品牌理论研究的基础上，通过众多国内汽车企业的实际调研，借鉴国内外著名汽车品牌的成功经验，着重分析了上海汽车集团股份有限公司乘用车公司如何发展自主品牌战略的重要影响因素和实施品牌发展的对策方法，
上海汽车集团股份有限公司乘用车公司是上海汽车集团股份有限公司的全资公司，主要承担荣威、名爵品牌汽车的研发、制造和销售。公司拥有上海临港、江苏仪征、南京浦口和英国长桥四个制造基地，同时拥有上海、南京和英国三个研发中心，目前员工约6000名。 自2006年12月以来，公司陆续推出了荣威750、荣威550、荣威350、名爵7、名爵6、名爵3、名爵TF等一系列车型，得到了全国各地消费者的认可和青睐。公司计划到2011年完成多平台、全系列的产品布局，从而形成与国际汽车技术发展趋势相同步的、覆盖主流乘用车领域各个细分市场的宽系列产品线。
在上海自主品牌的发展规划中，国际化是其发展重点。文章剖析上汽自主品牌汽车开发国际市场的内在优势和劣势以及外部环境所带来的机遇和威胁，并提出了上汽开展国际市场营销的战略和策略，并以此为基础探讨了其国际市场营销的战略框架图。
关键词： 自主品牌 汽车工业 营销
Abstract
With the development of economic globalization and integration, and China's accession to the WTO, the competition of Chinese auto market becomes particularly intense. High value of brand becomes one of the most important advantages in auto industry competition. And then, China's auto with giant ones in the world entered the era of brand competition. What’s more, the top priority now is the development of China's automobile independent brand.
On the basis of studying thesis in brand theory, through actual investigation to many domestic automobile enterprise, and drawing lessons from the successful experience of domestic and international famous auto brand, this paper analyses Shanghai automotive industry corp. for passenger car company’s important influence factors in developing the independent brand strategy and the countermeasures methods to the implementation of brand development.
Shanghai automotive industry corp. for passenger car company is SAIC’s wholly-funded company which mainly undertakes the research and development, manufacturing and sales of Roewe and famous jenn-air brand of car. The company has four manufacturing bases in Shanghai Lingang, Jiangsu Yizheng, Nanjing Pukou and British Long Bridge, and also has four research and development centers in Shanghai, Nanjing and British with the currently stuff of about 6,000. Since the December of 2006, the company has launched a Roewe 750, Roewe 550, Roewe 350, famous Jenn-Air 7, 6, 3, famous Jenn-Air TF and so on which obtained the nationwide consumers’ recognitions and favors. The company plans to finish a multi-platform, full range of products layout, thus forming the wide series product line which keeping synchronization with international automotive technology development trend and covering the mainstream passenger cars field in each segment markets.
Internationalization is the most important factor in the in the planning development of independent brands in Shanghai. The article analyses the internal advantages and disadvantages, the external opportunities and threats of SAIC’s in the process of development automobile independent brand. At the same time, this paper puts forward the strategies and tactics in SAIC’s in international marketing. And on this basis, it discusses the frame-chart of its international marketing strategy.
Key words: independent brand auto industry marketing
目 录
一、背景.......................................................1 二、公司品牌战略形势分析..........................................1 （一）优势分析..................................................1 1.完成了从关键零部件研发到整车研发的完整体系布局.....................2 2.20年合资为上汽战略突破奠定了基础.................................2 3.人才资源丰富，众多国际化人才加盟..................................2 4.成本优势........................................... ..........2 5.后发优势......................................................3 （二）劣势分析...................................................3 1.国际化运作经验欠缺.............................................3 2.汽车文化薄弱..................................................3 3.渠道铺设滞后..................................................3 4.品牌力量羸弱..................................................3 5.企业规模小....................................................4 6.资本结构不够合理、盈利能力不高...................................4 7.劳动生产率不高.................................................4 （三）机遇分析..................................................4 1.经济全球化带来的机遇...........................................4 2.加入WTO带来的机遇.............................................4 3.国家对自主创新和汽车出口政策上的支持..............................4 4.全球汽车市场新一轮的调整正在进行.................................4
（四）威胁分析..................................................5 1.经济全球化与加入WTO带来的挑战...................................5 2.国际汽车巨头的“围追堵截”......................................5 3.国内自主品牌汽车间的“同室操戈”.................................5 4.远洋运输的桎梏.................................................6 5.汇率风险......................................................6 三、进一步完善上海汽车自主品牌战略的措施.............................6 （一）提高公司员工建立自主品牌的意识................................6 （二）大力培养具有全面品牌理论的管理人员和策划人员....................6 （三）加强对自主品牌的保护.........................................7 （四）政府在自主品牌建设中应发挥积极的作用...........................7 （五）从战略体系中创建自主品牌.....................................7 四、总结........................................................8