西南汽贸广场品牌战略管理
摘要
本文通过对中国汽车行业现状和加入WTO后面临的机遇、挑战分析，进一步探讨作为从事汽车贸易的西南汽贸广场在这种形势下，为了保持长期竞争优势，如何实施品牌战略管理。
本文第一部份介绍了修建广场的背景情况，阐明了修建广场的目的和提出创建广场品牌的意义。第二部份着重分析中国汽车行业的现状和加入WTO后在各方面的影响，特别是对汽车营销模式的影响，提出WTO下广场的品牌战略选择。第三部份是对广场作为品牌进行的品牌战略设计，探讨了广场的品牌属性和广场作为多品牌专卖店服务功能优势，以及为广场品牌设计了广告、形象、规模扩张、更新换代战略，在广场服务创新方面构想了如何将广场构架为具有相当规模和很强解决问题能力的服务中心。第四部份谈到了广场品牌的营销实施，重点提出广场营销操作规范和不可忽视的营销策略，对广场的具体工作具有实战意义。第五部份主要是对广场品牌的控制，提出如何规避广场内产品品牌的竞争和建立品牌专卖店应注意的问题。
The writer analyzed the situation of Chinese Automobile Industry, the opportunity and the challenge that China will meet after its entering into WTO. The writer also discussed how to make China South-Western Automobile Trade Plaza as famous brand in order to keep the long term competitive edge under such circumstances.
The first part of this article is about the background , the purpose and the significance of plaza's establishment. The second part is the analysis on the situation of Chinese Automobile Industry, the influence upon Chinese Automobile Industry ^specially the mode of saling after entering into WTO. The writer talked about how to make strategic management of the brand . The third part is the design of making China South-Western Automobile Trade Plaza as famous brand , the essence of plaza brand, and the service advantage of its multi-function, the comprehensive lay out of the brand, such as advertisement, image, scale extension, etc. The writer worked out how to renew the service of plaza and let the plaza become to a center that can provide high-quality services. The forth part is about the implementation of the plaza brand marketing, standard operation for special, and the marketing policy which can not be ignored. The fifth part is mainly on the control to the plaza brand, how to avoid inner competition in plaza, and what should be pay attention to when establishing the auto trade center.
本文第一部份介绍了修建广场的背景情况，阐明了修建广场的目的和提出创建广场品牌的意义。第二部份着重分析中国汽车行业的现状和加入WTO后在各方面的影响，特别是对汽车营销模式的影响，提出WTO下广场的品牌战略选择。第三部份是对广场作为品牌进行的品牌战略设计，探讨了广场的品牌属性和广场作为多品牌专卖店服务功能优势，以及为广场品牌设计了广告、形象、规模扩张、更新换代战略，在广场服务创新方面构想了如何将广场构架为具有相当规模和很强解决问题能力的服务中心。第四部份谈到了广场品牌的营销实施，重点提出广场营销操作规范和不可忽视的营销策略，对广场的具体工作具有实战意义。第五部份主要是对广场品牌的控制，提出如何规避广场内产品品牌的竞争和建立品牌专卖店应注意的问题。
The writer analyzed the situation of Chinese Automobile Industry, the opportunity and the challenge that China will meet after its entering into WTO. The writer also discussed how to make China South-Western Automobile Trade Plaza as famous brand in order to keep the long term competitive edge under such circumstances.
The first part of this article is about the background , the purpose and the significance of plaza's establishment. The second part is the analysis on the situation of Chinese Automobile Industry, the influence upon Chinese Automobile Industry ^specially the mode of saling after entering into WTO. The writer talked about how to make strategic management of the brand . The third part is the design of making China South-Western Automobile Trade Plaza as famous brand , the essence of plaza brand, and the service advantage of its multi-function, the comprehensive lay out of the brand, such as advertisement, image, scale extension, etc. The writer worked out how to renew the service of plaza and let the plaza become to a center that can provide high-quality services. The forth part is about the implementation of the plaza brand marketing, standard operation for special, and the marketing policy which can not be ignored. The fifth part is mainly on the control to the plaza brand, how to avoid inner competition in plaza, and what should be pay attention to when establishing the auto trade center.
引文
[1] 菲利普．科特勒著 梅汝和 梅清豪 张桁 译 营销管理 第九版 上海人民出版社，2000
[2] 卖克尔．波特著 陈小悦译 竞争优势 华夏出版社1998
[3] 让．诺尔．卡菲勒著 王建平 曾华译 战略性品牌管理 商务印书馆，2000
[4] 卡尔．塞维尔著 贾潇博译 终生用户 吉林科学技术出版社，2000
[5] 陆强华 王飞 编著 专卖店管理 中国工人出版社，2000
[6] 汽车杂志 总第234期，2001年10月1日出版
[7] 魏惠娟 著 2001年将是汽车市场多事之年十四大趋势预测 中国经营报
[8] 张凤宇 著 营销创新走出品牌经营之路 中国信息报
[9] 俞劲松 著 汽车品牌专卖店形式适合中国市场吗 经济日报
[10] 华胄 著 在美国卖汽车 文学故事报
[11] 成都2000统计手册 成都市统计局编
[12] 参考网站：http://www.chinacars.com
[13] 美国通用公司销售员培训讲义
[2] 卖克尔．波特著 陈小悦译 竞争优势 华夏出版社1998
[3] 让．诺尔．卡菲勒著 王建平 曾华译 战略性品牌管理 商务印书馆，2000
[4] 卡尔．塞维尔著 贾潇博译 终生用户 吉林科学技术出版社，2000
[5] 陆强华 王飞 编著 专卖店管理 中国工人出版社，2000
[6] 汽车杂志 总第234期，2001年10月1日出版
[7] 魏惠娟 著 2001年将是汽车市场多事之年十四大趋势预测 中国经营报
[8] 张凤宇 著 营销创新走出品牌经营之路 中国信息报
[9] 俞劲松 著 汽车品牌专卖店形式适合中国市场吗 经济日报
[10] 华胄 著 在美国卖汽车 文学故事报
[11] 成都2000统计手册 成都市统计局编
[12] 参考网站：http://www.chinacars.com
[13] 美国通用公司销售员培训讲义