Automobile Dealers corporate brand-building way.docVIP

 PAGE \* MERGEFORMAT 13 Automobile Dealers corporate brand-building way As China’s economic development and the increase in automobile consumption, the number of firms increasingly large car dealership. After these years of development and market baptism, these dealers are basically divided into three categories: A considerable number of auto dealers business, followed by auto manufacturers hard for many years, and let the consumers know that they are ‘Toyota’, and ‘Buick’, and ‘public’, the ‘Audi’ in ... ... dealer , but not allow consumers to remember their company name. Second, small businesses, consumers know their company name, but basically yes and ‘Toyota’, ‘Buick’, ‘public’, ‘Audi’ ... ... and other auto brands with memory. Third, a fraction of auto dealers business, to create a regional auto sales aircraft carrier, forming a fairly well-known regional or even national renown, so that preparations for car consumers first thought is to have their part to see, such as trade Jidong materials , Shanghai Yongda, Zhejiang yuan Tung, Cambridge, Zhejiang, Ningbo relatively Chen, Yong Tong Hunan, Shaanxi, Ise-wei and other auto distribution business. The first dealer situation, and I think that there are three main reasons: 1, auto manufacturers and dealers when the asymmetry between the strength of a very, very well-known brands as asymmetric, so that large dealers have chosen dependent on brand and ignored, forgotten since the brand-building enterprises and development. 2, ‘auto brand sales management implementation approach to’ the relevant provisions, to a certain extent, limit the distribution of corporate brand development. Third, the majority of business enterprise development, the lack of long-term goals and lack of brand management, brand-building vision and capabilities. 4, strong market demand, downplayed or covered up the dangers of lack of corporate brand dealers. In the past few years, car development blowout stage, although most dealers