上海大众（斯柯达）品牌定位与推广策略分析

【作者】 曹瑜；

【导师】 罗殿军；

【作者基本信息】 复旦大学 ， 工商管理， 2008， 硕士

【摘要】 随着汽车行业多品牌的战略的普及与推广,品牌定位的重要性日渐凸现。如何协调好内部的品牌架构、开展有针对性的品牌营销活动,成为实施多品牌策略的关键。上海大众在引入斯柯达品牌前后作了一系列品牌定位与推广工作,通过将斯柯达品牌与大众品牌在心理细分市场进行差异化定位,让二者相互配合、相互补充,以期获得更大的市场份额。同时,上海大众也投入了大量的人力、物力开展了一系列市场营销工作,将斯柯达的品牌内涵传递给潜在消费者。本文主要应用科特勒的市场定位理论与特劳特的定位理论,对上海大众在斯柯达品牌定位与推广过程中的各项业务活动(细分市场分析、选择目标市场、产品构架、品牌定位方式、品牌推广步骤等)进行了深入的探讨研究,并对其中的几个关键问题(产品定位、营销传播、组织结构)提出了解决方案。希望通过本文中针对上海大众斯柯达品牌建设过程的分析,能够为上海大众的多品牌战略实施工作提供一点帮助,进而也为中国汽车企业的品牌建设提供一点新思路。更多还原

【Abstract】 Along with the popularization and the widespread implementation of Multi-Brand Strategy in the automotive industry, Brand Positioning is now gaining more and more obvious importance. It is core to successful Multi-Brand Strategy, how to coordinate among intern brands and how to carry out pertinent Branding activities.Around the launch of Skoda brand in China, Shanghai Volkswagen has brought forward a series of works regarding Brand Positioning and Brand Promotion. Skoda is allocated to a different psychological segment market as VW. The two brands of Shanghai Volkswagen are supposed to cooperate with each other complementally, in order to achieve more market share. Shanghai Volkswagen, at the same time, is devoting to marketing great amount of personnel and material resources to convey to the customers its brand meaning.Based on the Brand Positioning Theory of Kotler as well as the Positioning Theory of Trout, this paper aims to have a deep research and analysis into the Skoda brand positioning and promotion activities of Shanghai Volkwagen (such as market segmentation, market targeting, products structure, brand positioning and brand promotion) and to put forward proposals to several key problems (products positioning, marketing communication and organization).I sincerely hope, the paper may offer Shanghai Volkswagen some advises regarding the implementation of Multi-Brand Strategy and further provide the Sinaean automotive companies with new concept of Branding.更多还原