吉利控股集团汽车品牌运营分析

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吉利控股集团汽车品牌运营分析

摘要

新时代国内汽车市场，各品牌竞争呈白热化，各汽车企业纷纷致力于品牌形象的推广，着力以品牌战略为依托，增强市场竞争力。在当今市场经济环境下，企业品牌已成为参与行业竞逐的关键要素。许多高端品牌汽车都相继推出多款小型车，希望能够抢占更大市场份额，而低端品牌汽车则一边拼命与竞争对手进行博弈，同时也面临高端品牌带来的强大的竞争压力。如何有效开展品牌战略成为众多汽车厂商关注的重点课题。本文就吉利汽车为例，对吉利汽车品牌战略实施过程中很容易陷入的困境进行了剖析研究，通过对相关理论知识及实证分析，发现其优势与不足，并提出针对性解决策略。

关键词：吉利汽车；品牌运营战略；市场竞争

Geely Holding Group's automobile brand operation analysis

Abstract

In the domestic automobile market in the new era, the competition among brands is intense, and various automobile companies are committed to the promotion of brand image, focusing on relying on brand strategy to enhance market competitiveness. In today's market economy, corporate branding has become a key element in participating in industry competition. Many high-end brand cars have successively launched a number of small cars, hoping to seize a larger market share, while low-end brand cars are desperately competing with competitors, but also facing strong competitive pressure brought by high-end brands. How to effectively carry out brand strategy has become a key issue for many automobile manufacturers. Taking Geely Automobile as an example, this paper analyzes and studies the difficulties that Geely Automobile is prone to fall into during the implementation of its brand strategy, discovers its advantages and shortcomings through relevant theoretical knowledge and empirical analysis, and proposes targeted solutions.

Keywords：Geely Automobile; Brand operation strategy; Market competition