浅析上汽荣威的品牌塑造策略.doc

浅析上汽荣威的品牌塑造策略摘要品牌作为一个产品区别与其他竞争对手产品的标志，它是企业在长期的市场运作中产生的一种无形资产，对消费者而言体现的是对产品及产品系列的认知程度，它是质量与信誉的保证。对企业而言代表的是一种潜在的竞争力和市场价值的体现，它为企业带来的不仅是客户忠诚度更是一条持久的利益链。如何通过对汽车进行战略性品牌管理来提高汽车知名度和市场份额是汽车销售的重点，本文就此展开了研究，以荣威汽车为研究对象，分析了其品牌塑造对销售的影响，并结合自身的专业知识给出了相关建议。关键词：战略品牌管理品牌塑造AbstractBrandasasymbolofaproductdifferentfromothercompetitorsintheproduct,itisakindofintangibleassetsofenterprisesinlong-termintheoperationofthemarket,reflectedontheconsumersisthecognitionofproductsandaseriesofproducts,itisthequalityandcredibilityoftheguarantee,reducestheconsumer'spurchasecostandrisk.Onbehalfoftheenterprisesistheembodimentofapotentialcompetitivenessandmarketvalue,itbroughttotheenterpriseisnotonlythecustomerloyaltyisalastinginterestchain.Withthedevelopmentofsocialeconomy,people'sstandardoflivingincreased,thecarascommoditieshavegraduallyenteredthehomesofordinarypeople,howtothroughstrategicbrandmanagementfortheautomobiletoimprovevehiclereputationandmarketshareisthekeyforautosales,thispapercarriesoutresearch,withthevehicleastheresearchobject,analysesitsbrandstrategicpromotionimpactonsales,andgivestheirprofessionalknowledgerelatedsuggestions.Keywords:strategicbrandmanagementbrandstrategypromotion目录TOC\o"2-3"\h\z\t"标题1,1"HYPERLINK\l"_Toc406324333"摘要PAGEREF_Toc406324333\hIIIHYPERLINK\l"_Toc406324334"AbstractPAGEREF_Toc406324334\hIVHYPERLINK\l"_Toc406324336"一、绪论PAGEREF_Toc406324336\h7HYPERLINK\l"_Toc406324337"（一）研究背景PAGEREF_Toc406324337\h7HYPERLINK\l"_Toc406324338"（二）研究意义PAGEREF_Toc406324338\h7HYPERLINK\l"_Toc406324339"二、品牌塑造理论概述PAGEREF_Toc406324339\h9HYPERLINK\l"_Toc406324340"（一）品牌塑造涵义PAGEREF_Toc406324340\h9HYPERLINK\l"_Toc406324341"（二）品牌塑造作用PAGEREF_Toc406324341\h9HYPERLINK\l"_Toc406324342"三、品牌塑造在企业的应用分析——以上汽荣威为例PAGEREF_Toc406324342\h11HYPERLINK\l"_Toc406324343"（一）汽车企业品牌塑造概述PAGEREF_Toc406324343\h11HYPERLINK\l"_Toc406324345"（二）品牌塑造在荣威的应用PAGEREF_Toc406324345\h12HYPERLINK\l"_Toc406324346"四、企业品牌塑造的不足——以上汽荣威为例PAGEREF_Toc4063