摘要随着中国国民生产总值的不断攀升，中国的轿车市场也迎来了蓬勃发展的春天。同时，随着汽车市场逐渐趋于成熟，早期的产品竞争和价格竞争已经演变为品牌的竞争，这意味着中国轿车市场已经进入了品牌时代。东风日产乘用车有限公司在中低档轿车市场取得了不错的成绩，但其力推的高端产品“天籁”却没能在高档豪华车市场站住脚跟，而在中高级车市场也未能和雅阁、凯美瑞等品牌相抗衡。为了探究其中的原因，本文从品牌战略的角度对天籁品牌进行研究。通过对天籁品牌的外部环境和内部要素进行全面分析，发现虽然天籁品牌在品质、技术、服务等方面具有优势，但其在品牌定位、价格策略等方面有一定的失误之处，导致了其难以树立良好的品牌形象。针对这些问题，本文也对其品牌战略的修正提出了意见和建议。最后得出结论，即要成功地树立良好的品牌形象，不但品质、技术、服务、企业形象等要下工夫，而且要注意合理地进行品牌定位、设计清晰的品牌形象、制定好产品、价格策略，以及围绕品牌形象进行整合营销传播等。希望通过本文的研究，国内汽车企业，特别是自主品牌汽车企业，能从中得到一些启示，在今后日益激烈的市场竞争中，更加重视品牌战略，不断提高品牌竞争力，打造出世界知名的品牌。关键词：汽车品牌品牌战略品牌形象定位ABSTRACTAsChina’sGrossDomesticProductiongrowsupcontinuously,thecarmarketisnowbooming.Atthesametime,themarketbecomesmorematurethanbeforehandtheproductcompetitionandpricecompetitionhavebeenchangedtobrandcompetition.ThatmeansChinesecarmarkethasgoneintotheBrandTimes.DongfengNissanPassengerCarCompanysucceededinsellingthecarofmiddle-endandlow-end,butthehigh-endcar“Teana”didnotperformverywellintheluxurycarmarketanditalsocannotcompetewiththeotherbrandslike“Camry”and“Accord”intheBclasscarmarket.Inordertofindoutthecauses,ThebrandofTeanaisstudiedthroughtheangleofbrandstrategyinthisthesis.AfterstudyingtheenvironmentandinterfactorsofTeanasystematically,itisfoundthatalthoughTeanahasmanystrengthincludingquality,technologyandservice,itmadesomemistakesinsomeaspectsincludingpositioningandpricetactic,whichmadeitdifficulttobuildupagoodbrandimage.Someopinionsandsuggestionsaregiveninthisthesistoadjustthebrandstrategy.Atlast,theconclusionisthatifwewanttobuildupagoodbrandimage,weshouldnotonlyfocusonthequality,technology,serviceandcompanyimage,butalsootherfactorsincludinghowtomakeafeasiblepositioning,designaclearbrandimage,makegoodtacticsofproductandprice,andproceedintegrationofmarketingcommunicationaroundthebrandimage.Throughthestudyofthisthesis,itishopedthatthedomesticcarmanufacturers,especiallythoseofnationalbrand,Cangetsomeinspirationfromthethesis,andwillthinkmuchmoreofthebrandstrategytokeepincreasingthebrandcompetitivenessinthecomingfiercecompetitivemarket,andcreatethefamousbrandsintheworldwide.Keywords：Carbrand;Brandstrategy;Brandimage;Positioning目录第一章绪论......................................................................................................................21.1研究背景...............................................................................................................21.2研究方法...............................................................................................................31.2.1定性研究法................................................................................................31.2.2定量研究法................................................................................................31.2.3案例分析法................................................................................................31.3研究...
