我国轮胎企业品牌战略研究
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我国轮胎企业品牌战略研究(11700字)
摘 要:据统计,从2007年1. 87亿条,到2008年2. 39亿条,到2009年产量3. 18亿条,2010年轮胎产量达到4. 33亿条,同比增长36%,全钢轮胎出口量和出口额增长均在100%左右。我国轮胎产量和出口量己居世界第一位,成为世界轮胎工业的重要力量,对全球轮胎市场产生了相当的影响。但高端市场一直被国际跨国公司所垄断,低端市场混乱不堪。在这样的环境下怎样建立本土轮胎品牌,实施怎样的品牌战略,已成为现今轮胎企业必须面对的问题。
关键词:中国轮胎企业;品牌;品牌战略
The Strategy Research of the Brand of Tires’ Business in China
Abstract: According to statistics, since 2007 187 million, from 2008 239 million, to 2009 annual output 318 million, 2010 tires output reach 433 million, the same ratio grows 36%, the all steel tire exportation quantity and the export amount grows about 100%. Our country tires production and exports have occupied the first,becomes the world tire industry the important strength, has had the suitable influence to the global tire market.But high-end market has been dominated by international multinational company, low market chaos.In such an environment how to establish a native tires brand,how to Implement the brand strategy,has become the tire enterprise must face the problem.
Key words: Chinese tire enterprise;Band;Brand strategy