富奇汽车品牌管理策略假想（The hypothetical Fuqi motor brand management strategy）.docVIP

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富奇汽车品牌管理策略假想（The hypothetical Fuqi motor brand management strategy）.doc

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富奇汽车品牌管理策略假想（The hypothetical Fuqi motor brand management strategy）

富奇汽车品牌管理策略假想（The hypothetical Fuqi motor brand management strategy） I. project background In the increasingly homogeneous car technology, the brand has become one of the decisive factors for people to buy cars. At present, Chinas automobile is not only a means of transportation, but also become a symbol of personal quality endorsement, so it is very concerned about the connotation of brand and brand. Belonging to the old enterprises, the old brand, new product Fucci cars, in this context began to market. You need to import the integrated marketing communication mode, at the same time, the connotation of the brand connotation of products and enterprise connotation carefully shaped, rendering fudge brand personalized and emotional color, and spread. Two, enterprise communication strategy (1) enterprise image positioning: 1, enterprise status: foreign propaganda has consistently adhered to a main line - Chinas off-road culture advocates, the most professional off-road vehicle factory. 2, enterprise culture: desalination of old enterprises, private enterprises and other background features, highlighting the personality, freedom and informality of off-road vehicles, corporate culture, giving a strong impression of a unique. 3, the external image: to avoid the popular SUV concept, build professional off-road vehicle image, extract the target consumer groups with off-road business philosophy -- freedom, modernity, conquest, challenge, the feeling of passion. (two) strategy combination: 1, the establishment of CIS system of enterprises, the public relations dissemination behavior through the enterprise spontaneous organization of public relations activities and media access reports and the indirect implementation, Fudge automotive customers and partner, all kinds of social institutions, the public has a clear understanding of the concept of fucci. 2, improve the brand connotation, make Fucci gradually become enterprise name, by the command of following new product, will Fuc