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案例编号: MKT-0514
被浏览次数: 116 次
案例名称: 转“危”为“机”:宇通校车领导品牌创新之路
译名: Turning “Crisis” into “Opportunity”: The Innovation of Yutong School Bus Leading Brand
案例作者: 许晖,单宇,王亚君,张娜,周明月
作者单位: 南开大学
指导者:
译者:
背景单位名称: 郑州宇通集团有限公司
行业: 交通运输业
规模: 大型
案例涉及的职能领域: 营销部门/资本运营部门
案例语种: 中文
案例长度(页): 16 页
案例类型: 描述型
中文关键词: 校车安全;专业校车;服务转型;品牌传播;品牌创新;2018百优案例
英文关键词: School Bus Safety; Professional School Bus; Service Transformation; Brand Communication; Brand Innovation
中文摘要: 近年来,校车事故频发,校车安全成为政府和社会高度关注的热点。作为中国客车行业的领导者,宇通集团率先致力于专用校车的研发及学生交通安全解决方案的研究,成为中国校车发展的先行者和不遗余力的推动者。本案例通过描述宇通集团如何将外部环境、外部事件中的“危”转化为校车品牌创新的“机”,进而剖析宇通校车品牌延伸的条件与时机选择、校车领导品牌形象塑造过程以及服务主导逻辑下品牌创新举措,诠释宇通集团由传统客车制造商向校车品牌引领者华丽转身背后的品牌逻辑。本案例可以为传统制造企业如何通过品牌创新实现业务转型和升级提供借鉴。
英文摘要: In recent years, school bus accidents have occurred frequently, and school bus safety has become a hot issue that the government and society are paying close attention to. As a leader in the Chinese bus industry, Yutong has taken the lead in the research and development of special school buses and research on student traffic safety solutions, and has become a pioneer in the development of school buses in China and has spared no effort to promote them. This case describes how Yutong transformed the “crisis” in external environment and external events into the “opportunity” of school bus brand innovation, and then analyzed the conditions and timing of Yutong school bus brand extension, the process of shaping the school bus leading brand image, and the service leading logic. The brand innovation measures interpret Yutong’s brand logic behind the gorgeous turn of traditional coach manufacturers leading the school bus brand. This case can provide reference for how traditional manufacturing companies can realize business transformation and upgrading through brand innovation.
适用对象: 经营管理人员,本科生,硕士生,博士生,工商管理硕士(MBA),
编写方式: 采编
案例年代: 2018
案例入库时间: 2018-10
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