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品牌使产品人格化,越是成功的象征,品牌传达的意义和价值就越被广泛接受,品牌就越是成了一种象征……——美·大卫奥格威15年前一汽之所以在众多的国外大公司中选择了德国大众为合作伙伴,一个重要原因,就是看中了高尔夫。高尔夫轿车在欧洲市场占有率很高,名气很大,几乎家喻户晓,而且在产。合同写明“一汽-大众汽车有限公司第一期工程是建设年产15万辆高尔夫的轿车厂”,边建设边散件组装生产,可是投放市场后,中国人看不上,说它“有头无尾”……这才改换了捷达。当时捷达已经在大众公司停产,一汽-大众生产的捷达是从南非弄过来的。捷达轿车到中国后进行了不太大的改造,靠它的内在品质,征服了每一个用户。2006年7月15日生产了一百万辆,至今依然在畅销。
Brand makes the product personalization, the more a symbol of success, the more meaning and value of brand communication is more widely accepted, the brand has become a symbol of ... ... - The United States · David Ogilvy 15 years ago FAW reason A large number of large foreign companies chose the German public as a partner, an important reason is that fancy golf. Golf cars in the European market share is high, a great reputation, almost a household name, and in production. The contract states that “the first phase of FAW-Volkswagen Automotive Co., Ltd. is to build a saloon car factory with an annual output of 150,000 golf cars.” While assembling and manufacturing side-by-side parts, the Chinese disregarded it and said it was “ ”... This changed Jetta. At that time, Jetta was discontinued at Volkswagen. FAW-Volkswagen Jetta was made in South Africa. Jetta sedan to China after not much transformation, its internal quality, conquered every user. One million vehicles were produced on July 15, 2006 and are still selling well.