顧客體驗品牌化－－淺談中國汽車工業(yè)的品牌競爭力.pdf

1、上海交通大學碩士學位論文顧客體驗品牌化－－淺談中國汽車工業(yè)的品牌競爭力姓名：馬亮申請學位級別：碩士專業(yè)：工商管理(MBA)指導教師：徐飛20050109BRANDED CUSTOMER EXPERIENCE —BRAND COMPETITION OF CHINA AUTOMOBILE INDUSTRY ABSTRACT An enterprise being and developing is determined by its

2、 core competition. At the tendency of same quality, all advantages including resource, technology, management, marketing and human resource are integrated in brand competition, which drives sustainable improvement of the

3、 enterprise and are outside performance of its core competition. For most of modern enterprise, brand competition is based on customer’s experience to products or service produced by the enterprise. There are two layer o

4、f understandings to branded customer experience: one is experienced brand, which means that a brand provides promises and transfers promises to the customers, the other is branded experience, which means that an experien

5、ce created for the customer becomes a brand. This thesis analyzed the basic problem of china automobile industry firstly and then chose the brand issue as the research point. Through adopting example method and compariso

6、n method, suggestions and methods of brand management are concluded after setting forth theories of brand definition and its management tools and analyzing the misusage of brand strategy in current china automobile indus