争夺品牌制高点（Fight for the commanding heights of brands）.docVIP

争夺品牌制高点（Fight for the commanding heights of brands） This print intern reporter: Tan Simin The change of market situation is changing the means and emphases of bus industry. First-class enterprises do brands, second rate enterprises do business, and now also adapt to the situation of bus sales. In the current domestic car market, Jinlong, Yutong has held overlord spot, JAC and other second echelon also have good performance. Their success is entirely due to their commitment to the brand. Relationship marketing is spoiled In the past, the popularity of traditional relationship marketing in the bus industry, brought a certain market share for bus enterprises; but with the development of market economy and competition tend to be more fair and orderly, great changes have taken place in the passenger car market environment, government procurement more transparent and groups, often in the bidding. The negative effects of relationship marketing in the market and business process is becoming more and more obvious, and even affect the enterprise market management and operation strategy. More and more enterprises realize this, and begin to change from relationship marketing to brand marketing. According to the personage inside course of study, the traditional relationship marketing has three major disadvantages: first, the enterprise cost pressure is more and more big; two, it is more and more difficult for the enterprise to control the market; three, make the whole market more and more confused. Under the relationship marketing mode, between enterprises and customers to establish customer relationships is large, because the target users more clearly, bus companies choose customers very little room, different bus companies to establish their relationships with customers in the same customer groups, from the beginning of the passive position themselves in inequality. With the increasingly fierce competition, more and more patterns of customer relationship in bus and coach enter