Audi- middle trace back.docVIP

 PAGE \* MERGEFORMAT 11 Audi: middle trace back Following on from the Santana, Jetta, after Germany’s Volkswagen in the Chinese market to launch the third brand, Audi for a long period of time, become a ‘senior official car’ synonymous. Early main model Audi 100, Audi 200 no airbags, ABS, sunroof, and interior old electrical equipment less square head shape square chest, the lack of streamlined transition to the objective reality, people come to Audi dignified, conservative, strong , the lack of vitality evaluation. In China people’s minds, the Audi better than Mercedes-Benz, BMW luxury, not as Japanese car economy, the formation of a high fragmentation, low-not to the embarrassment of brand positioning. In fact, the Audi brand image in China has been alienated. Just as Volkswagen’s self evaluation: Success and failure of the product brand. Urgent need to enhance the brand. With the Passat, BORA, POLO, the Audi A6’s has introduced around the corresponding product strategy, Audi’s marketing activities are carried out in full swing. Purification and complementary brands Studies have shown that the origin of motor vehicles impression (Image of origin country) that affect an important factor for consumers to buy a car. The different origin of motor vehicles to consumers of the confidence index will differ. For example, people generally agreed that good quality German-made car, distinguished luxury, Japanese cars were small economy, cost-effective, while the domestic assembly of vehicles of various performance indicators are not as good as original imported cars. Prior to China’s accession to the WTO, in addition to Audi, the joint venture production of cars and hang a Chinese trademark, a foreign trademark, such as FAW Jetta, Buick in Shanghai, Guangzhou Honda, ... ... Car brand is an important component of the standard car, car marked for public, represent a form of social of the visual symbols, as these cars marked in addition to a symbol of automotive bra