摘要
大众汽车集团多品牌战略是由10个品牌组成强势品牌族群,通过品牌细分定位、品牌管理控制、发挥与平台战略协同作用及提升品牌文化等策略,既发挥了各品牌独特个性,又树立了集团品牌所具有的共性和可靠性。国内汽车集团可借鉴大众汽车成功之路,结合自身特点构建可持续的品牌战略。
The multi-brands strategy of VW is a strong brand combination constituted by 10 brands. The unique and general characteristics and reliability of the brands are developed through the strategy of brand segment positioning, brand management control, strategy synergy effect and brand culture promoting. The success experience of VW can be referenced by domestic auto groups to construct a sustainable brands strategy combined with their own characteristics.
出处
《上海汽车》
2010年第1期26-30,共5页
Shanghai Auto
