提升中国自主品牌汽车的品牌力

Promoting Power of China Self-owned Automotive Brand-name

随着中国汽车领域开放程度的提高,国内汽车市场开始进入高速成长期,其中代表着中国民族汽车工业的自主品牌汽车开始崭露头角,并在短短几年时间里飞速发展,成为中国车市不可忽视的一股新生力量。中国车市的品牌力时代已经到来,面对大品牌占绝对主导的中国汽车市场,目前尚处于弱势的中国自主品牌汽车应该如何应对?关键在于提升品牌力,打造强势品牌。就如何提升中国自主品牌汽车的品牌力,作者从品牌定位策略、渠道构建策略以及品牌国际化策略3个方面进行了阐述。

With the rapid development of China automotive industry., China auto has entered a fast growing period, selfdeveloped automobile which represents China national automotive industry has begun to show its brilliant power, and is developing very fast. It has become a force not to be ignored in China automotive market. The ear of brand-name power is coming, facing the famous brand-name automobile dominated in Chinese auto market, we are seeking a way to cope with this situation for China self-developed automobile. The key is to promote the power of brand-name and create a famous brand-name. The author illustrates how to promote serf-owned automotive brand-name from the following three aspects： brand-name positioning, brand-name building and brand-name globalization.