中小型客车企业如何打造品牌竞争力

How Small-Mid Size Coach Manufacturers Build Their Strength of Brand Competition

客车企业为什么要做品牌？ 品牌的含义,至今没有一种完善的解释,并且包含的内容太广泛,笔者在此不加以学术论述,但是,我们要明白一件事：为什么要做品牌？ 客车行业目前对于品牌的认识存在一个误区：做品牌就是为了更好地卖产品,更好地提高产品的利润率。此种认识,使品牌自身的价值被忽视,企业重心又回到产品销售上,最终造成企业内部对于品牌建设是否有效的质疑。

The article firstly illustrated the importance of brand building, and raised the issue of why those small-mid size bus and coach manufacturers should build their own brands. And then, it discussed the three general stages for bus and coach manufacturers in their brand building program. Finally, the article provided suggestion on development direction for small-mid size bus and coach manufacturers for their effort in increasing strength of brand competition.