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1、摘要近年来，随着人们经济和生活水平的提高，汽车行业进入了缓慢发展的时期。高尔夫品牌作为一汽大众旗下的品牌，在近年来销量都处于上升阶段，但品牌定位却存在与销量不相符合的差异，想要在激烈的市场竞争下巩固领先地位，高尔夫需要在品牌定位中不断的探索与创新。为了赢得市场份额，需要对品牌进行正确的定位，才能为高尔夫赢得市场份额，获得更大利润。本文将以高尔夫品牌定位为研究对象，利用文献归纳法、定性研究方法，通过对高尔夫品牌所处的宏观环境、及竞争环境等综合营销环境及品牌定位分析的情况下，结合高尔夫品牌自身的实际情况，对高尔夫品牌的传播的价格、渠道、促销等方面进行研
2、究。通过战略层面和战术层面对品牌定位策略提出一些建议，在战略层面，从人性化价值定位角度、情感化个性定位角度、概念化文化定位角度三个方面对高尔夫品牌定位提出建议。在战术层面，通过对消费者、产品、竞争者的角度对高尔夫品牌定位提出建议。关键词：品牌定位；个性化；一汽大众高尔夫IAbstractInrecentyears,astheeconomyandtheimprovementoflivingstandards,automobileindustryhasenteredaperiodofslowdevelopment.GolfbrandasafawVolk
3、swagen'sbrand,inrecentyears,salesattherisingstage,butthebrandpositioningisnotconsistentwiththesalesofdifferences,toconsolidatetheleadingpositioninthefiercemarketcompetition,golfneedcontinuousexplorationandinnovationinthebrandpositioning.Inordertowinmarketshare,needtocorrectpos
4、itioningofthebrand,towinmarketshareforgolf,gainmoreprofits.Thisarticlewillwiththegolfbrandpositioningastheresearchobject,usingliteratureinduction,qualitativeresearchmethods,throughthegolfbrandmacroenvironmentandcompetitiveenvironmentbasedontheanalysisofmarketingenvironmentandb
5、randpositioning,combinedwiththeactualsituation,golfbrandofgolfbrandtransmissionprice,channel,promotion,etc.ThroughstrategiclevelandtacticallevelputsforwardsomeSuggestionstothebrandpositioningstrategy,atthestrategiclevel,fromtheperspectiveofhumanisticvalueorientation,emotionalc
6、haracterpositioning,positioningconceptualculturefromthreeaspects,putsforwardSuggestionsongolfbrandpositioning.Atthetacticallevel,throughtothepointofviewofconsumers,products,competitorsgolfbrandpositioningareproposed.Keywords：Brandpositioning;Personalized;FawVolkswagengolf目录摘要.
7、...............................................................................................................................................IAbstract.............................................................................................................................
8、.............II第一章绪论.........................................
