目录摘要.....................................................................1Abstract..................................................................21引言................................................................32品牌管理概述..........................................................42.1品牌管理涵义......................................................42.2品牌管理作用......................................................42.2.1帮助企业获得顾客信任........................................42.2.2帮助企业吸引优秀人才........................................42.2.3帮助企业获得协助合作........................................42.2.4帮助企业加强内部凝聚力......................................53品牌管理在荣威的现状..................................................63.1汽车企业品牌管理概述..............................................63.2品牌管理在荣威的应用..............................................64荣威品牌管理存在的问题................................................84.1产品品质有待提高..................................................84.2品牌资产属性没能得到充分体现......................................84.3市场定位与品牌战略有所偏颇........................................85荣威品牌管理的改进...................................................105.1做品牌贵在提高产品品质...........................................105.2选准市场定位,确定品牌战略.......................................105.3加强企业品牌管理.................................................11结论..................................................................12谢辞..................................................................13参考文献.............................................................14上汽荣威公司品牌管理改进研究摘要:品牌作为一个产品区别与其他竞争对手产品的标志,它是企业在长期的市场运作中产生的一种无形资产,对消费者而言体现的是对产品及产品系列的认知程度,它是质量与信誉的保证,减少了消费者的购买成本与风险。对企业而言代表的是一种潜在的竞争力和市场价值的体现,它为企业带来的不仅是客户忠诚度更是一条持久的利益链。随着社会经济的不断发展,人们生活水平日益提高,汽车作为大宗商品也逐渐进入了寻常百姓家,如何通过对汽车进行战略性品牌管理造提高汽车知名度和市场份额是汽车销售的重点,本文就此展开了研究,以荣威汽车为研究对象,分析了其品牌管理对销售的影响,并结合自身的专业知识给出了相关建议。关键词:战略;品牌管理;荣威StudyontheimprovementofthebrandmanagementofRoeweAutomobileCompanyAbstract:Brandlogoasaproductofthedifferencewithothercompetitors,itisakindofintangibleassetsinthelong-termoperationofthemarket,consumersarereflectedonthecognitivedegreeofproductandproductseries,itisthecredibilityofqualityandreduceconsumerpurchasecostandrisk.Onbehalfoftheenterpriseisamanifestationofthepotentialcompetitivenessandmarketvaluefortheenterprise,itnotonlybringcustomerloyaltyisalastinginterestinthechain.Withthecontinuousdevelopmentofsocialeconomy,theimprovementoflivingstandards,thecarasacommodityhasgraduallyenteredthehomesofordinarypeople,howtousethecarforStrategicbrandmanagementimproveautomobilevisibilityandmarketshareisthekeyforautosales,thisthesis,takingRoeweastheresearchobject,analyzesitsimpactonsalesofbrandmanagement,andgivesprofessionalknowledgeoftheirownrecommendations.Keywords:strategy;brandmanagement;Roewe1引言品牌管理是指针对企业产品或服务所属的品牌,综合运用企业人力、物力等营销资源,通过策划、传播、管理、评价等活动...