大学学位论文---浅析上汽荣威的品牌塑造策略.docVIP

浅析上汽荣威的品牌塑造策略 摘　要 品牌作为一个产品区别与其他竞争对手产品的标志，它是企业在长期的市场运作中产生的一种无形资产，对消费者而言体现的是对产品及产品系列的认知程度，它是质量与信誉的保证。潜在的竞争力Abstract Brand as a symbol of?a product?different from other?competitors in the product,?it is?a kind of intangible assets of enterprises?in long-term?in the operation of the market,?reflected on the?consumers is the?cognition of products and?a series of products,?it is the?quality and credibility of the guarantee,?reduces the?consumers purchase?cost and risk.?On behalf of the enterprises?is the embodiment of?a potential?competitiveness and market value,?it?brought to the enterprise?is no