摘要
2021年是“十四五”计划的开局之年，中国的国家经济发展开始步入快速稳健增长的
快车道，在当前的中国内地汽车消费市场上，消费者对品牌的敏感性越来越高，强有力
的品牌是企业持续获取成功的关键条件。品牌管理的思想，是现代营销管理的核心思想，
品牌管理的目的是帮助我们的企业能够创造更大的品牌资产，从传统型的营销管理方式
走入现代型的营销管理方式。经营管理好一家企业的品牌或品牌组合，是国有大型汽车
制造企业最重要的任务之一。
本文通过对收集到的全球科研成果，对江铃汽车品牌管理有关理论展开总结和整理
归类，提出了增强江铃汽车在品牌管理过程中对江铃汽车企业发展的重要性。以江铃汽
车为例，通过分析江铃汽车当前面临的内外部环境，应用品牌识别、品牌定位、品牌文
化和品牌社会责任等理论，提出了江铃汽车目前品牌管理过程里存在的矛盾问题与不足
之处，并结合制造的自身条件，提出建立商用车协会和乘用车“Family Space家空间”概
念等优化路径。在面向内部和外部的品牌管理中，品牌管理者需要正确地管理和维护企
业品牌这一宝贵的无形资产，确保自身品牌在日益复杂的市场环境中获得足够多的关注
和偏好。
在此次调研得出的数据中研究分析江铃汽车在品牌管理过程中存在的若干问题，基
于品牌管理的相关理论知识，通过对江铃汽车品牌创建、品牌维护和品牌传播的分析，
本文研究出针对江铃汽车的品牌管理优化措施，例如树立品牌战略定位，明确品牌定位
特点，深化品牌文化建设，整合品牌传播方式，构建品牌保障措施等。
关键词：企业管理；品牌管理；江铃汽车
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Abstract
2021 is the first year of the ‘14th Five-Year Plan’, and China's national economic
development has begun to enter the fast lane of rapid and steady growth. In the current
automotive consumer market in mainland China, consumers are becoming more and more
sensitive to brands, A strong brand is a key condition for a company's continued success. The
idea of brand management is the core idea of modern marketing management. The purpose of
brand management is to help our company create greater brand equity, from traditional
marketing management methods to modern marketing management methods. Managing a
company’s brand or brand portfolio is one of the most important tasks for a large state-owned
automobile manufacturing company.
This thesis summarizes and categorizes the relevant theories of Jiangling Motors brand
management through the collected global scientific research results, and proposes to enhance
the importance of Jiangling Motors to the development of Jiangling Motors in the process of
brand management. Taking Jiangling Motors as an example, by analyzing the internal and
external environment that Jiangling Motors is currently facing, applying theories of brand
recognition, brand positioning, brand culture and brand social responsibility, it puts forward the
contradictions and deficiencies in the current brand management process of Jiangling Motors. ,
And combined with its own manufacturing conditions, proposed optimization paths such as the
establishment of a commercial vehicle association and the concept of ‘Family Space’ for
passenger cars. In internal and external brand management, brand managers need to correctly
manage and maintain the valuable intangible asset of the corporate brand, to ensure that their
own brand gets enough attention and preference in the increasingly complex market
environment.
Based on the data obtained from this survey, research and analysis of several problems in
the brand management process of Jiangling Motors, based on the relevant theoretical
knowledge of brand management, through the analysis of brand creation, brand maintenance
and brand communication of Jiangling Motors, this article Jiangling Motors' brand management
optimization measures, such as establishing brand strategic positioning, clarifying brand
positioning characteristics, deepening the construction of brand culture, integrating brand
communication methods, and establishing brand protection measures.
Key-words: Enterprise Management; Brand Management; JMC
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目录
1绪论 .................................................................................................................1
1.1研究背景及意义.....................................................................................1
1.1.1研究背景.......................................................................................1
1.1.2研究意义.......................................................................................3
1.2研究对象.................................................................................................4
1.3国内外研究现状.....................................................................................5
1.3.1国外研究现状...............................................................................5
1.3.2国内研究现状...............................................................................9
1.4研究内容与方法...................................................................................10
1.4.1研究内容.....................................................................................10
1.4.2研究方法.....................................................................................10
1.4.3研究路线.....................................................................................11
1.5论文的创新之处...................................................................................12
2相关理论概述 ...............................................................................................13
2.1品牌的定义和品牌管理的内涵...........................................................13
2.2品牌管理的相关理论...........................................................................14
2.2.1品牌识别理论.............................................................................14
2.2.2市场细分和目标市场理论.........................................................14
2.2.3品牌定位理论.............................................................................15
2.2.4品牌文化理论.............................................................................16
2.2.5品牌社会责任理论.....................................................................16
3江铃汽车品牌管理现状分析 .......................................................................17
3.1江铃汽车的基本情况...........................................................................17
3.2江铃品牌塑造历程及管理现状...........................................................18
3.3江铃汽车品牌竞争力分析...................................................................20
3.4江铃汽车品牌认知调研分析...............................................................22
3.4.1问卷设计.....................................................................................22
3.4.2问卷调查对象和统计范围.........................................................22
3.4.3调查内容.....................................................................................22
3.4.4调查方法.....................................................................................22
3.4.5问卷回收.....................................................................................23
3.4.6质量控制.....................................................................................23
3.5问卷分析...............................................................................................23
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。。。以下略