摘要
随着改革开放的推进以及二十多年的经济高速增长，我国居民收入大幅度增加，汽车正在快速进入普通家庭，开始取代家电成为新一代领航消费品，中国已经发展成为一个极具潜力的汽车消费市场。
在全球经济一体化进程的日益推进下，世界汽车工业巨头纷纷加速进入中国这个新兴的汽车市场，市场竞争日趋激烈，新的车型不断涌现，消费者的消费意识及价值观也随着发生了巨变，市场竞争逐渐由原来的产品战、营销战演变成品牌战。
湖南长丰汽车制造公司是我国最大的中高档越野车生产厂家，销售量连续三年在同行业中名列第一，其主导产品“猎豹”牌越野车是引进日本三菱技术进行国产化适应性改进而成的，已形成不同配置、不同价格的产品系列，可以满足消费者的多层次需求。长期以来，猎豹汽车的主要目标市场是公务车市场和商务车市场；近年来，在经济发达的沿海地区，猎豹汽车的个人消费比例已超过50％，公司针对这一市场变化对猎豹汽车进行了产品结构调整，猎豹汽车的消费主体将由集团用户转向个人用户。
本文以“猎豹”汽车品牌营销为主题，首先对国内外品牌理论进行了归纳，为“猎豹”汽车品牌营销策划提供理论指导；其次，文章对我国越野车市场的环境、消费者行为特征、越野车市场的发展趋势及“猎豹”的主要竞争品牌进行详细的分析；最后，在对“猎豹黑金刚”品牌营销剖析的基础上，对即将上市的国内第一款针对家用市场的越野车“猎豹飞腾”的品牌营销提出了设想。
With the further opening up and the rapid economic growth in the past 20 years, the residents in China have quickly increased in their income. Automobiles are entering the average Chinese families and becoming a prior consumer goods of a new generation in place of the electronic household appliances. China has been developing into a most potential consumer market for automobiles.
Generated by the global economic integration, the automobile magnates of the world are increasingly turning to the Chinese market, leading to a more competitive market and more types of new cars. As a result, people's consumer concept and sense of value are experiencing an abrupt change accordingly. Market competition has changed from the competition of products, marketing in the past to competition of brand names.
Liebao is one of the biggest manufacturers of light off-road automobiles in china, and tops the national sales for 3 consecutive years. Liebao vehicle acquires its technology from Mitsubishi and localizes the production process. Over the years, Liehao has created a series of cars with a wide range of specifications and price range to meet the requirement of different customers. All along, Liebao has targeted government and corporate clients. The fast economic growth of the coastal cities has increased Liebao's personal buyers to over 50%. Liebao is reorganizing its strategy to shift its focus from group buying to individual purchasers.
This thesis focuses on the brand marketing of Liebao motors. It first gives a generalization of the brand theory home and abroad, providing a theoretic guidance for Liebao motors' brand marketing. It then has a detailed analysis of the off-road motors market surroundings, the developing trend of the off-road motors market and the leading competing brands of Liebao motors. Finally, the thesis is intended to give some imagination and suggestions to the brand marketing of the first type of Liebao Feiteng intended for the family-owned motor market,based on the explanation of the brand marketing of Liebao Hejinggang.
引文
[1] 中国汽车技术研究中心情报所．中国汽车工业2001年度的发展报告．中国汽车年鉴，2002
[2] 中国汽车技术研究中心．中国汽车年鉴，2002
[3] 王晓翔．展望在新起点上的中国轿车市场．轿车情报，20029(2)，10-12
[4] 张国方，李江天．我国汽车工业的未来发展研究．工业经济，2001(12)，62-66
[5] 中国社会科学院工业经济研究所编．中国工业发展报告．北京：经济管理出版社，2002．12
[6] 赵英．中国汽车工业的发展趋势及对策．中国工业经济，2003(4)，8-24
[7] 菲利普·科特勒．市场营销管理(亚洲版·第二版)．北京：中国人民大学出版社，2001．2
[8] Keller, Kevin lane. Stratigic Brand Management: Building, Measuring, and Managing Brand Equity , Prentice-Hall , 1998
[9] Aaker, D. Meosuring brand equity across products and markets. California Management Review, 38(3), 102-120.1996
[10] Pokorny, G.. Building brand equity and customer loyalty. Electric Perspectives, 20(3) 1995
[11] 卢泰宏．品牌资产评估的模型与方法．中山大学学报(社科版)，2002(3)，88-96
[12] Dyson, P.,Farr, A., and Holis, N. Understanding, measuring, and using brand equity. Journal of Advertising Research, 36(6), 9-21. 1996
[13] Barwise, p. Brand equity: Snark or Boojum? Interational Journal of Reasearch Marketing, 10, 93-104. 1992
[14] aker, D. Measuring brand equity across products and markets. California Management Review, 38(3),102-120. 1996
[15] Davis, S. ,and Douglass, D. Holistic approach to brand equity management. Marketing News, 29(2)1995
[16] Blackston, M. The qualitative dimension of brand equity. Journal of Advertising Research, 35(4) RC2-RC7. 1995
[17] Interbrand. World's Greatest Brands. London: Macmillan Press Ltd 1996
[18] Keller, K. Strategic Brand Management. Prentice Hall 1998
[19] Aaker, Jennifer L., "Dimensions of Brand Personality", Journal of
Marketing, 34(August), pp. 347-356, 1997
[20] Park, C. Whan, Bernand J.Janorski & Deborah J. MacInnis, "Strategic Brand Concept Image Management", Journal of Marketing, 50(October), pp. 135-145, 1986
[21] Biel, Alexander L., "How Brand Image Drives Brand Equity" ,Journal of Advertising Research, 6(November/December), RC6-RC12, 1993
[22] Keller, Kevin Lane, Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Prentice-Hall, 1998
[23] 黄胜兵，卢泰宏．品牌的阴阳二重性．南开管理评论，2000(3)
[24] Low, George S. and Charles W. Lamb Jr., "The Measurement and Dimensionality of Brand Associations" ,Journal of Product & Brand Management, 9(6), pp. 350-368, 2000
[25] 范秀成．基于顾客的品牌权益测评：品牌联想结构分析法．南开管理评论，2000(6)
[26] Feldwick, Paul, "What is Brand Equity Anyway, and How Do You Measure It?", Journal of the Marketing Research Society, 38, pp. 85-104, 1998.
[27] Krishman, H.S., "Characteristics of Memory Associations: A Consumebased Brand Equity Perspective" ,International Journal of Research into Marketing, 13, pp. 390-405, 1996
[28] 范秀成，陈洁．品牌形象综合测评模型及应用．南开学报，2002(3)，65-71
[29] Fournier, Susan, "Consumers and Their Brands" Developin Relationship Marketing Theory in Consumer Research" ,Journal of Consumer Research, 24(March), pp. 343-373, 1998
[30] Kapferer, Jean-Noel,Strategic Brand Management, the Free press, 1992
[31] Roth, Martin S., "The Effects of Culture and Socio-economics on the Performance of Global Brand Image Strategies" ,Journal of Marketing Research, 31(May),pp. 163-175,1995
[32] 巩平．我国越野车工业发展形势综述．北京汽车，2002(12)，19-25
[33] 邓军．2003年越野车市场展望．猎豹情报与信息，2002(12)
[34] 周立群．改善汽车消费政策 释放汽乍潜在需求．汽车与社会，2001(3)，28～32
[35] 邓军．2002年越野车市场分析．猎豹情报与信息，2001(92)，12-15
[36] 林依冰．2001年越野车行业分析报告．汽车工业研究，2002(1)，35-39
[37] 郑洪．国产越野车竞争格局分析．汽车杂志，2002(5)，27-32
[38] 邓军．2002年越野车消费需求分析．猎豹情报与信息，2003(2)，12-15
[39] 杰弗里·兰德尔，(张相文，吴英娜译)．品牌管理[M]．上海：上海远东出版社，1998
[40] A·里斯，J·特劳特．营销战．北京：中国财政经济出版社，2002
[41] A·里斯，J·特劳特．营销革命．北京：中国财政经济出版社，2002
[42] 詹姆斯·H·吉尔摩，B·约瑟夫·派恩．体验经济．北京：机械：工业出版社，2002
[43] 威文，邢何明，杨利强．第一流的汽车营销．北京：机械工业出版社，2002
[44] 陈致．品牌学．北京：时事出版社，2002
[45] 年小山．品牌学(理论部分)．北京：清华大学出版社，2003．3
[46] 苏晓东，郭肖华，洪瑞．720°品牌管理概念与运用．北京：中信出版社，2002．5
[47] 埃里克·乔基姆塞勒等．品牌管理．北京：中国人民大学出版社，2002．6
[48] 大卫·达勒桑德罗，米歇尔·欧文斯．品牌战．北京：企业管理出版社，2001．10
[49] 曾朝晖．品牌制胜．重庆：重庆出版社，2002．7
[50] 肖志营．策划凶猛．重庆：重庆出版社，2002．8
[51] 道思·亚科布齐．凯洛格论市场营销．海南：海南出版社，2003．6
[52] 汤姆·邓肯，桑德拉·莫里亚蒂．品牌至尊．北京：华夏出版社，2000
[53] 颜建军，胡泳．海尔中国造．海南：海南出版社，2001．10
[54] 周文，包焱．营销渠道．北京：世界知识出版社，2002．10