摘要
相比其他行业而言，客车行业对品牌营销的理解可能依旧在探索阶段。诚然。虽然近年来客车行业出现了大量关于品牌营销的论文或探讨，但大多数企业的管理者或执行者，对客车品牌的打造仍旧是“摸着石头过河”，走着前人未曾走过而自身必须跨越的路。
Based on an analysis of dialectical relations between rational and perceptual marketing in brand management, this article concludes that rational marketing represents the fundamentals of brand management in the coach industry while the perceptual difference is rationally upgraded from brand differentiation.
出处
《商用汽车》
2007年第9期36-37,共2页
Commercial Vehicle
