我国轮胎企业品牌战略研究

我国轮胎企业品牌战略研究(11700字)
摘  要：据统计，从2007年1. 87亿条，到2008年2. 39亿条，到2009年产量3. 18亿条，2010年轮胎产量达到4. 33亿条，同比增长36%，全钢轮胎出口量和出口额增长均在100%左右。我国轮胎产量和出口量己居世界第一位，成为世界轮胎工业的重要力量，对全球轮胎市场产生了相当的影响。但高端市场一直被国际跨国公司所垄断，低端市场混乱不堪。在这样的环境下怎样建立本土轮胎品牌，实施怎样的品牌战略，已成为现今轮胎企业必须面对的问题。
关键词：中国轮胎企业；品牌；品牌战略

The Strategy Research of the Brand of Tires’ Business in China
Abstract: According to statistics, since 2007 187 million, from 2008 239 million, to 2009 annual output 318 million, 2010 tires output reach 433 million, the same ratio grows 36%, the all steel tire exportation quantity and the export amount grows about 100%. Our country tires production and exports have occupied the first,becomes the world tire industry the important strength, has had the suitable influence to the global tire market.But high-end market has been dominated by international multinational company, low market chaos.In such an environment how to establish a native tires brand，how to Implement the brand strategy,has become the tire enterprise must face the problem.
Key words: Chinese tire enterprise；Band；Brand strategy