汇众牌重型汽车品牌营销战略研究与实践.pdfVIP

重庆 大学 j:程硕士论文 目录 A B S T R A C T A ceom Pan户ng w ith the integration of global eeonom y，m any global autom otive e om P an ie s en ter into C h in e se m ark et o n e after an o ther. Th ere are m o re k in d s o f a utom ob ile s，an d eom P etitio n 15 m o re an d m o re fieree . M ean w h ile ，the id ea an d v a lu e o f the au tom o tiv e co n sum ers ch an g e gr eatly，b ran d 15 taki n g a m o re an d m ore im P o rtan t r。〕le in th e m ark etin g than the P ro du et self.A s a k in d o f d ur ab le P ro du et，an d the P r ice and use一cost of tur ck are both on the high side，50 the brand m ark eting 15 very ilnP o rtan t. F irstly，th e ro le o f b rna d m ark etin g stratag em in m ark etin g 15 d iseu ssed fro m the eore P r in e iP les o f b ran d m ark etin g . A fter an aly z in g the b ran d id ea an d o P eratio n o f ({h in e se au to m o tiv e eom P an y，sev eral m etho d s are P resented for g o o d b ran d m ark etin g : i一n P ro v e the id ea o f b ran d ，m ak e an ap P ro P r iate o r ien iatio n for P ro d u et，fig u re a g o o d b ran d im ag e ，m ak e u se o f d iffe ren t m etho d s o f co m P etitio n in tegrativ e . B a sed o n th e co rp o ratio n cu ltur e ，m an ag em en t stratag em ，the m ark etin g staut s o f IIU IZ H O N G eom P an y， a k in d o f b ran d m ark etin g stratag em 15 P resen ted for IIU IZ H O N G truck .T h is brna d m ark eting stratagem 15 ca币ed out in C h engdu region . I’a ct sh o w s th at this stratag em m ak e a g o o d effe et in m ark ct. I获eyw o r d s :b ran d stratag em ，au tom o b ile ，tra