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Investigation And Research On Brand Image Of Tianjin FAW Based On Bell Model

Posted on:2016-06-22Degree:MasterType:Thesis
Country:ChinaCandidate:Y F WangFull Text:PDF
GTID:2279330461463149Subject:Art theory
Abstract/Summary:PDF Full Text Request
The competition on the car market among the foreign-funded, joint venture and self-owned brands in China has become white-hot. The homogenization and price reduction of the car products initiates the era of the soft power brand competition instead of the hard power for competing the function and quality as before. The key point of the brand competition is the brand image. The previous research on the self-owned brand image of the car lacks empirical feature. Therefore, the domestic car enterprises are in the exploration state on the brand image management all along. Most of them only can refer to the foreign development mode. In contrast, the joint venture and foreign-funded brands are easy to achieve success by virtue of their experience, capital, power and other advantages. The self-owned brands that are in the same competition stage face severe competition. Therefore, it is of great importance to explore a set of feasible brand image development road suitable for the self-owned brands from the empirical aspect. What is the car brand image? What are the structure elements? How to evaluate them? The academic circle does not have an authoritative and uniform answer. There is almost no research on how to adjust the elements and put it into practice according to the brands in the past. More importantly, how to control the strong and weak relationship among each element is still under discussion. Besides, it also does not have any actual case for being guided. However, it is the key point of constructing the car band image.Based on above existing problems, this research takes the discussion on the current status and cognition degree of the brand image of Tianjin FAW as the purpose, refers to the related foreign and domestic research information (especially the research related to the components of the car brand image), and carries out field interviewing towards the related expert dealers. Then, according to the brand association of Tianjin FAW and Biel Model (car enterprise image, car product image, three dimensions of the user image), it finally designs a set of Tianjin FAW Brand Image Questionnaire. Through setting the investigation scope and sample object, it investigates 200 actual or potential users, and makes statistical analysis on the current status of Tianjin FAW brand image in the customers. Meanwhile, it analyzes the cognition degree and the brand image, compares the transmission carriers, identifies the problems, and then analyzes and explores the way of promoting and even reshaping the brand image. Through the research, the following conclusion can be achieved:1. In the car industry, it is the most proper to apply Biel model to evaluate the brand image. From the constitutional dimension, it is specifically reflected on the car enterprise image, product image, and user image.2. The current status of Tianjin FAW brand image is:the customers believe the overall image of Tianjin FAW is common. With regard to the enterprise image, the explicit factors are relatively weak. The public relationship, media, advertising and other image are not so satisfactory. The economic factors in the product image, such as fuel consumption, price, maintenance, etc., are of great importance. Other product function is not outstanding. Besides, there are no advantages on the core competitiveness, such as technical content, etc. The user image is to outline the married male image at the lower middle class in a city:silent, restrained, with great sense of responsibility.3. During the formation of the brand image, the final generated image has close relationship with the user information obtaining channels and media;4. According to the investigation results of Tianjin FAW image, it summarizes the current status of the self-owned brand image, and discusses the self-owned brand image shaping, which provides guidance significance for the car enterprises with self-owned brands.
Keywords/Search Tags:Tianjin FAW, brand image, element
PDF Full Text Request
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