Automobile brand communication of descent trap.docVIP

 PAGE \* MERGEFORMAT 18 Automobile brand communication of ‘descent trap’ With Santana, Jetta, Beverly ‘old three’ rule of the Chinese automotive market end of the era, showing the consumer is in front of more than 100 brands, in addition to ethnic minorities brands, most of the brands are international auto giants editing software. Logically speaking, these international automobile brand has gone through many countries and regions, the market test, to seize the Chinese market, such as Tannangquwu should be easy, but the fact is that not all international brands in China would be welcome. Come to this conclusion, mainly based Changan Ford Motor Company from the market this year, the carnival cars and Southeast Motor Company Lioncel car, a Ford car hung standard, one from the Mitsubishi Lancer’s most successful products, However, in the first half of the market performance is not satisfactory, the last only into a price war quagmire. The visibility is not high enough they do? Definitely not. Ford, Mitsubishi, this is the international car industry’s most renowned companies, consumers do not know very little. If you want to look for the reasons, we can only say that the spread of these brands has gone wrong. Or that they fell into the brand communication of ‘descent trap’. Fortunately, Changan Ford and Southeast cars discovered this issue and take some new brand communication measures, after all act to remedy the situation, the effect is slowly emerged, but still take some detours, loss of market opportunities. In sharp contrast, Shanghai GM launched the near Excelle sedan has successfully crossed the line about brand communication of ‘descent trap’, orders routed to the next year in May. Positive and negative contrast, so we have to attach importance to international brands in China’s media in the process of ‘descent’ issues. Case 1: Carnival’s ‘Indian origin’ dispute January 18 this year, Ford Motor Company in the first car produced in China was officially