汽车市场营销论文6（Automotive marketing paper 6）.docVIP

汽车市场营销论文6（Automotive marketing paper 6） Automotive marketing paper At the dawn of the new century, the Chinese auto industry was at a crucial juncture. The development of market economy has led to changes in the structure of automobile consumption, and the structure of the enterprise, the structure of the product and the system of circulation must change accordingly. The addition of wT0 is undoubtedly the catalyst to accelerate these changes. Therefore, it is an important part to meet the challenges of the world. The promotion of brand marketing is to realize the modernization of automobile circulation system, enhance the competitiveness of automobile industry market, and to ensure the healthy and rapid development of automobile industry. Brand and brand marketing Brand is one of the most important resources for sustainable development of enterprises. In Chinas auto market development and the development process, the concept of the brand is being more and more attention, however, for many automobile operators, brand concept is very fuzzy, they tend to attach great importance to corporate image shaping, attaches great importance to the product promotion, and ignore the value of the brand and role. In the case of an enterprise, the corporate image is at the first level, the brand image is at the second level, the product image is at the third level. A brand must exist in the enterprise, must rely on the tangible product (service), but, the brand and can be independent of the companies it represents, independent of it depends on the product. Because an enterprise can be merged, united or restructured, it may fail, the product can be changed or updated, but the value of the brand is eternal, and it is constantly adding value. The same product, changing a brand can be worth a hundred times, which fully explains the important value of the brand. The lamborghini sports car, whether it was acquired by Volkswagen or acquired by Volkswagen, has not changed the core value of i