中國(guó)轎車(chē)自主品牌傳播研究——吉利轎車(chē)案例研究.pdf

1、上海大學(xué)碩士學(xué)位論文中國(guó)轎車(chē)自主品牌傳播研究——吉利轎車(chē)案例研究姓名：龐大力申請(qǐng)學(xué)位級(jí)別：碩士專(zhuān)業(yè)：傳播學(xué)指導(dǎo)教師：張祖健20060501上海大學(xué)文學(xué)碩士學(xué)位論文壘里!!!竺!型!!!!!竺!!!!竺!!竺豎!型!!!!!堡型魚(yú)!魚(yú)!里!塹!!!!堅(jiān)竺!!!!坐ABSTRACTThe11“FiveYearPlanpointedoutthatourcountryshouldupgradeindustrytechniquesthroughi

2、ndependenceandinnovationonOctober11“，2005IntheperiodoftwoconferencesorganizedbyNPCandCPPCC，manyCEOsofcarmakersandsome—relevantexpertsalsobroughtforwardtheiradvicesabouttheconstructiOnofself—ownedbrandsinourcountryInaword

3、，thedevelopmentofChina’Sself—ownedbrandofcarshasbecomeanemphasiswhichiswatchedbyourgovernment，enterprises，expertsandtheordinarypeopleinourcountryAsweknow，brandcommunicationisafocusofourenterprise’SbrandstrategyissuesThen

4、，it’SvaluabletomakearesearchonourbrandconⅡnunicationofChina’SCarindustryThedissertationmainlyhasthreepointsofinnovationFirst，studythetheoryaboutGeegly’SbrandcommunicationpatternInthecasestudyofGeeglycarbrand，thepapermake

5、aresearchondisseminator，information，media，audienceandfeedbackoftheGeegly’SbrandcommunicationpatternBycontrastwiththebrandofjointventureShanghaiGM，thepaperprovidessomeadviceonhowtoimproveoursel卜ownedbrandassetofGeelySecon

6、d，constructtheimageandqualityindexsystemofChina’SselfownedbrandofcarsOnthebaseofdesigningandanalyzingofthecar’Simageandqualityquestionnaire，thedissertationconstructthenewiⅡlageandqualityindexsystemofChina’Sself—ownedbran

7、dofcarsThird，thedissertationanalyzesthedevelopmentpatternofChina’SselfownedbrandofcarsThenitprovidessomeconstructiveideasandmakesaviewaboutourcountry’ScarindustryinthefutureKeywords：carself—ownedbrandGeelybrandcommunicat