摘
要
摘要
随着国内人们生活品质的提升，人们想要追求更高品牌的生活的期望也越来
越强烈，使得消费者不再满足于汽车的功能配置，开始追求家用汽车的多元化改
装设计，我国汽车个性化定制行业迎来了快速发展的契机。但由于起步较晚、技
术水平相对低，国内汽车个性化改装与国外差距较大，主要受众仍然集中在年轻
一代的消费群体，家用汽车个性化定制文化的推广受到一定的制约。如何在这一
初期孕育的蓝海市场占据一定先机，建立符合企业实际的品牌，提升市场竞争力，
增强与消费者黏性，实现企业发展，成为了汽车个性化定制企业思考的重要内容。
本文以市场营销、品牌定位等相关理论为基础，以 LM公司为研究对象，深
入分析该公司内部资源能力、品牌定位现状及问题，结合汽车个性化定制行业市
场环境、市场需求和发展趋势，依据品牌定位的相关理论和分析工具等，提出了
LM公司品牌定位策略和保障措施。
研究发现，LM公司存在如下问题：品牌定位不系统、价值传递效率低；品
牌定位资源配套较少，市场影响力低；品牌传播渠道单一，未能凸显品牌形象；
品牌活动缺乏规划，策略不足等。究其原因主要表现在品牌规划不够明确，缺乏
品牌意识；品牌营销传播力度不足；消费者需求关注不够。为解决品牌定位存在
的问题，本文结合品牌定位钻石理论，提出了 LM公司品牌定位（找位、选位、
到位、调位）四步策略措施改进建议。找位，对市场消费者需求进行调查分析，
LM公司目标市场客户建议以一线城市 25-45岁的中高等收入群体为主；选位，
价值需求定位－舒适、安全和社交认同；利益需求定位－专业、定制；属性需求
定位－个性化设计，一站式专属服务；到位，完善改装产品结构体系、提高产品
附加值、丰富传播形式、拓展品牌传播主体；调位，建立了以产品和服务价值评
估、独特性、可靠性、可持续性和品牌适合性五个维度分析评判框架。最后，为
保障品牌定位策略有效实施，本文提出了培育品牌意识和文化、强化品牌维护，
加大品牌传播力度，建立适应市场竞争的营销体系，促进 LM公司发展，占据市
场先机。
关键词：汽车个性化定制；品牌定位；LM公司
I

Abstract
Abstract
With the improvement of people's quality of life in China, people's expectation of
pursuing a higher brand life is becoming stronger and stronger, so that consumers are
no longer satisfied with the functional configuration of cars and begin to pursue the
diversified modification design of household cars. China's automobile personalized
customization industry has ushered in an opportunity for rapid development. However,
due to the late start and relatively low technical level, there is a large gap between
domestic automobile personalized modification and foreign countries. The main
audience is still concentrated in the younger generation of consumer groups, and the
promotion of household automobile personalized customization culture is restricted to
some extent. How to occupy a certain opportunity in the blue ocean market bred in
this initial stage, establish a brand in line with the actual situation of the enterprise,
improve the market competitiveness, enhance the adhesion with consumers, and
realize the development of the enterprise has become an important content of the
thinking of automobile personalized customization enterprises.
Based on the relevant theories of marketing and brand positioning, and taking
LM company as the research object, this paper deeply analyzes the current situation
and problems of the company's internal resource capacity and brand positioning.
Combined with the market environment, market demand and development trend of
automobile personalized customization industry, this paper puts forward the brand
positioning strategy and guarantee measures of LM company according to the relevant
theories and analysis tools of brand positioning.
It is found that LM company has the following problems: unsystematic brand
positioning and low efficiency of value transmission; Brand positioning, less
supporting resources and low market influence; The brand communication channel is
single and fails to highlight the brand image; Lack of planning and strategy for brand
activities; The main reasons are that the brand planning is not clear enough and lack
II

Abstract
of brand awareness; Insufficient brand marketing communication; Insufficient
attention to consumer demand. In order to solve the problems existing in brand
positioning, combined with the diamond theory of brand positioning, this paper puts
forward suggestions on the improvement of LM company's brand positioning
(position finding, position selection, position in place and position adjustment) in four
steps, investigates and analyzes the needs of market consumers, and proposes that the
target market customers of LM company are mainly middle and high-income groups
aged 25-45 in first tier cities; Location selection, value demand positioning - comfort,
safety and social identity; Interest demand positioning - professional and customized;
Attribute demand positioning: personalized design, one-stop exclusive service; In
place, improve the modified product structure system, improve the added value of
products, enrich the communication forms and expand the main body of brand
communication; It establishes an analysis and evaluation framework based on the five
dimensions of product and service value evaluation, uniqueness, reliability,
sustainability and brand suitability. Finally, in order to ensure the effective
implementation of brand positioning strategy, this paper proposes to cultivate brand
awareness
and
culture,
strengthen
brand
maintenance,
strengthen
brand
communication, establish a marketing system suitable for market competition,
promote the development of LM company and occupy the market opportunity.
Key words: Automobile Refitting; Brand positioning; LM company.
III
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