荣威品文牌营销.docxVIP

上汽荣威的品牌营销分析摘要：2012年4月上海汽车利用现成的技术，推出属于自己的荣威950。这是一个明智之举，尤其是最近公车采购偏向自主品牌的呼声日渐高涨，荣威950如能借此东风，市场前景值得期待。但是在中型车的世界中，自主品牌“荣威”的现状并不乐观。自荣威品牌诞生伊始，就赋予了高品质理念。一直到今天，其品牌价值在自主品牌中处于领先地位，但却难以摆脱经济车畅销、非经济车滞销的局面。750降到不能再降还在那儿苟延残喘，550上市初期的风光不再，350销量也不尽人意。在这种局面下如何走出困境，使自身的品牌价值与市场相匹配，是荣威的当务之急。文章从品牌营销理论知识入手，通过对品牌营销的内涵，品牌营销的策略，品牌定位，品牌推广和品牌危机的认识，结合实际具体分析荣威从初始风光到如今黯淡的过程中，其品牌营销中值得借鉴的优点和需要摈弃的不足。在此基础上提出对荣威品牌策略的建议，以帮助其走出当前的困境。ABSTRACT2012April Shanghai automobile use off-the-shelf technology, launched their own Roewe 950. It is a wise move, especially the last bus purchase bias independent brands are growing, the Roewe 950if you can lend this east wind, market expectation. But in the mid-size car in the world, the independent brand Roewe situation is not optimistic. Since the beginning of the birth of the brand, gives the concept of high-quality. Until today, the brand value of the brand in a leading position, but it is difficult to get rid of the economic car selling, car slow-moving situation non economy. 750 down as low as possible is still there on550, the initial listing of scene no longer,350sales are unsatisfactory. In such a situation how to walk out of predicament, make own brand value matches the market, is a pressing matter of the moment of the roewe.The article from proceed with of brand marketing theory, based on the connotation of brand marketing, brand marketing strategy, brand positioning, brand promotion and brand crisis awareness, combined with the actual specific analysis of the initial scene from now bleak process, its brand marketing is worth to draw lessons from the advantages and the need to abandon the deficiency. On this basis the Roewe brand strategy, to help it out of the current difficulties.前言2005年，上汽收购了英国罗孚的25型、75型轿车知识产权及技术平台，希望凭借罗孚迅速走向海外市场。然而，罗孚的商标使用权却被宝马掌握在手中。’2006年9月，福特汽车与宝马事先约定，打算购走罗孚商标，上汽于是无法购买使用“罗孚”这一品牌。这坚定了上汽发展自有品牌的决心，同时决定先在国内市场上建立起中高端轿车品牌地位，然后逐步拓展海外市场。2006年10月，上汽基于罗孚75技术，推出自主品牌“荣威ROEWE”，根据中华传统文化，“荣”取荣誉、殊荣之意，“威”则寓意威望、威仪及尊贵地位，合起来则是“创新殊荣、威仪四海”；英文名“ROEWE”源自德语字根LO