奇瑞汽车品牌形象提升对策

To Raise Countermeasures on Brand Image of the Chery Automobile

奇瑞汽车经过十余年发展,成为自主品牌的领军企业。奇瑞现在的发展战略转到提高质量、提升品牌的阶段,推出了中高端得瑞麒和威麟品牌。品牌的核心是品牌资产,外在重要表现是品牌形象。奇瑞要提升品牌,不可忽视的一个方面就是要提高品牌形象。借助贝尔模型,从公司自身形象、使用者形象、产品形象三个方面,运用比较的方法分析了奇瑞品牌形象上存在的不足最后针对不足,提出了发展对策。

After more than ten years of development, Chery become a leader in self-owned brand enterprises. Chery＇s development strategy is changing to improve quality and enhance the brand＇s stage .And Chery launch the high-end brands have RIICH and RELY.The brand equity is the core of the brand.The brand image is important to External performance. To raise the brand, Chery can not overlook aspect to improve the brand image. According toBell Model ,from the company＇s own image, user image, product image of the method of comparative Chery＇ shortcomings are proposed, and coutermeasures are raised.