论文部分内容阅读
入世五年,中国汽车产业逐渐深入被中国商务部部长薄熙来称之为深海的WTO商战中。回首五年,本土汽车企业在产品研发、品牌建设、销售数量方面似乎都驶上了快行道,无论是市场占有率的提升,还是北京车展上本土汽车品牌高端产品的频频亮相,皆已显示出本土汽车企业似乎已然取得了阶段性的成功突围。然而,不可否认的是,目前外资、合资企业品牌仍旧牢牢掌控利润相对丰厚的中高端市场,仍旧占据了中国汽车市场的大半壁江山,本土汽车企业意欲在这场艰苦卓绝的商海大战中取得最终胜利仍旧充满了诸多的陷阱和挑战。本文聚焦汽车市场竞争中的重中之重——品牌传播,检讨目前本土企业品牌传播活跃态势下隐藏的问题与挑战,归纳总结了国外本土汽车品牌、其它行业本土企业品牌成功崛起的案例,为本土汽车企业品牌传播助力本土汽车企业竞争提供有益的参考和借鉴。
Five years after its accession to the WTO, China’s auto industry has gradually been deepened by WTO business war, which Bo Xilai, China’s commerce minister, described as deep-sea. Looking back five years, local auto companies seem to have embarked on the fast track in terms of product development, brand building and sales, both in terms of market share and frequent appearances of high-end local car brands at the Beijing auto show Local auto companies seem to have achieved a phased success breakthrough. However, it is undeniable that, at present, the foreign-invested and joint-venture brands are still firmly in control of the relatively profitable middle and high-end market and still occupy most of the Chinese auto market. Local auto companies are determined to win the ultimate victory in this arduous commercial sea war Still filled with many pitfalls and challenges. This article focuses on the automotive market competition, the top priority - brand communication, review the current local brand communication under the hidden trends in the hidden problems and challenges, summarized the foreign local automobile brands, local brands in other industries the successful rise of cases Local car brand to help promote local automotive competition provides a useful reference and reference.