首达_公司起名_品牌取名案例-先知中国公司命名网

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首达 专注半挂车品类

项目背景

随着经济一体化分工体系的确立和汽车制造产业的转移，我国汽车工业已形成多品种、全系列的各类整车和零部件生产及配套体系，在产业规模、产品研发、结构调整、市场开拓、对外开放等方面实现了跨越式发展，已成为汽车工业体系的重要组成部分，并逐步由汽车生产大国向汽车产业强国转变。经过多年的发展，我国的半挂车行业已经初具规模，从行业协会的统计数据上看，目前国内半挂车生产企业大大小小的算在一起约为500多家。从多年前的小比例、小规模发展到现在占据专用车销量的更大比重。半挂车发展的优势是发展空间仍然很大。尽管半挂车产品在整个专用车市场上占有着较大的比重，但如果要把半挂车保有量与整个运输市场上普通载货车保有量、半挂车市场占有率与整个载货车市场总量这两组数据变量做一下比较，就会发现我国的半挂车形势不容乐观。以与美国相比为例，美国在过去的30年里，其厢式半挂车占挂车总销量的70%，是美国交通货运的主力车型，而且在未来的5年内，预计其厢式半挂车仍将占据着69%的市场份额。

Background of the project:

With the establishment of the economic integration division of labor system and the transfer of automobile manufacturing industry, China's automobile industry has formed a series of production and supporting systems for various types of vehicles and parts. It has achieved great-leap-forward development in industrial scale, product research and development, structural adjustment, market development and opening-up. As an important part of the automobile industry system, it has gradually changed from a big automobile producing country to a powerful automobile industry country. After years of development, China's semi-trailer industry has begun to take shape. According to the statistics of trade associations, at present, there are more than 500 semi-trailer manufacturers in China. From a small proportion of years ago, small-scale development to now occupy the largest proportion of special vehicle sales. The advantage of semi-trailer development is that there is still a lot of room for development. Although semi-trailer products occupy a large proportion in the whole special vehicle market, if we compare the semi-trailer ownership with the general truck ownership in the whole transportation market, the semi-trailer market share with the total truck market, we will find that the situation of semi-trailer in China is not happy. View. Compared with the United States, the van semi-trailer accounts for 70% of the total trailer sales in the past 30 years. It is the main type of transportation and freight in the United States. In the next five years, it is expected that the van semi-trailer will still occupy 69% of the market share.

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洞见：

半挂车的生产资料属性决定了其市场发展与国民经济宏观走势紧密相关。中国经济目前属于高速发展期，但东西部发展差距较大，基础建设估计仍需若干年才能完成。可见，今后一个时期，中国经济仍将保持高增长势头，这给中国专用车特别是半挂车的发展带来了很好的机会。公路尤其是高速公路建设，为半挂车发展带来商机。我国公路建设的重点是国道主干线、国家重点公路、路网改造、农村公路及客货运枢纽。这些高等级公路的飞速发展，将带动适合于高等级公路运输的重型牵引车、各种半挂车快速发展。

从市场规模看，半挂车的市场规模远远高于其他专用车。从半挂车市场特征看，一是其市场集中度依然较高，主要集中在行业前10多家企业;二是半挂车经过“实用型”、“舒适性”改进提升后，已经进入“豪华型”阶段，低耗油、大吨位、大功率、适用于专业化运输的高端半挂车将成为市场发展的主流。同时，半挂车的轻量化已经成为趋势和潮流，而这将是对传统车型的一大挑战。

Insight:

The property of semi-trailer's means of production determines that its market development is closely related to the macro-trend of national economy. At present, China's economy is in a period of high-speed development, but the gap between eastern and western development is large. It is estimated that infrastructure construction will take several years to complete. It can be seen that in the future, China's economy will continue to maintain a high growth momentum, which brings a good opportunity for the development of China's special purpose vehicles, especially semi-trailers. Highway construction, especially highway construction, brings business opportunities for semi-trailer development. The highway construction in China focuses on the main national highways, key national highways, road network transformation, rural highways and passenger and freight hubs. The rapid development of these high-grade highways will promote the rapid development of heavy tractors and semi-trailers suitable for high-grade highway transportation.

From the market scale, the market scale of semi-trailer is much higher than that of other special vehicles. From the characteristics of semi-trailer market, one is that its market concentration is still high, mainly concentrated in the top 10 well-known enterprises in the industry; the other is that semi-trailer has entered the "luxury" stage after the improvement and promotion of "practical" and "comfort". It has low fuel consumption, large tonnage, high power and is suitable for the high end of specialized transportation. Semi-trailer will become the mainstream of market development. At the same time, semi-trailer lightweight has become a trend and trend, which will be a major challenge to traditional models.

解决方案：

通过对企业、品牌等核心信息的全面解读，同时兼顾行业前景及竞争者考量，我们认为贵企业命名思路应采取“多角度、全方位”的宏观视野进行。“首”意为领先的、带头的，喻指企业具有龙头者风范。“达”意为“到达、通达”。首达，字义鲜明，一则彰显企业在同行业市场竞争的优势，二则寓意企业拥有更高品质的产品和实力，名称简单直接，大气现代，具有向上力，易于产生美好联想，建立良好的企业品牌形象和品牌资产。品牌资产就是能给我们带来收益的潜在客户的品牌认知，做任意一件事，一个好创意、一个优秀的设计、一个精彩的活动，我们都应该去创造强大的资产，去保护强大资产、去增值强大资产，尽量应减少新动作，少做新事情，少输出新信息，因为只有不断集中重复，才能形成有效的投资，才能形成强大的品牌资产。

Solution:

By comprehensively interpreting the core information of enterprises and brands, taking into account the industry prospects and competitors, we believe that your enterprise's naming idea should adopt a "multi-angle, all-round" macro perspective. "Head" means leading and leading. It means that an enterprise has a leading style. "Da" means "arrival, accessibility". First, the word is clear, one shows the advantages of enterprises in the market competition in the same industry, the other implies that enterprises have higher quality products and strength, simple and direct name, modern atmosphere, upward force, easy to generate good associations, establish a good corporate brand image and brand assets. Brand equity is the brand recognition of potential customers who can bring us profits. We should create strong assets, protect strong assets, add value to strong assets, reduce new actions and do less new things. Less output of new information, because only by constantly focusing on repetition, can we form effective investment and strong brand equity.