摘要
在最近几年我国汽车营销大战中,品牌已经成为了各个企业争相打造的核心竞争要素。从陕汽隆重发布品牌宣言到大金龙的"中国客车专家",从宇通的"耐用-价值"到海格的"安全为本",众多的营销活动无不围绕品牌做文章。然而,有的成效显著,有的收效甚微,为什么?一个重要原因是缺乏品牌战略意识。
In marketing campaign of latest motor market, brand has already become a core competitive factor among motor manufacturers. Marketing activity of such manufacturers all possess the same theme-brand. For example, Shaanxi Automobile Group Co., Ltd launched their brand strategy as'The future is based on the quality', Kinglong recognize itself as'China Expert for Bus & Coach', Yutong featured its products as 'reliable and valuable', and Higer believing 'Safety First', etc. However, we could find that some of those market activities are not that effective as they imagined, one reason of which is lack of brand strategy concept.
出处
《交通世界》
2007年第12X期26-34,10,共9页
Transpoworld
