中国自主品牌乘用车的品牌创建初探（Brand creation of passenger car of Chinese independent brand）.docVIP

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中国自主品牌乘用车的品牌创建初探（Brand creation of passenger car of Chinese independent brand）.doc

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中国自主品牌乘用车的品牌创建初探（Brand creation of passenger car of Chinese independent brand）

中国自主品牌乘用车的品牌创建初探（Brand creation of passenger car of Chinese independent brand） INTELLIGENCE Practice and exploration Chinese independent brand passenger car brand of Antai College of economics and management, Shanghai Jiao Tong University MBA Zhou Wei The concept of a brand The so-called brand is a name, term, mark, symbol or design, or Who is their different combinations, to identify a particular seller or group of sellers The product or service, and make the competitors products and services to distinguish. Two, the role of brand 1, to determine the source of brand or manufacturing a product, so that manufacturers People or distribution to consumers (individual or organization) is responsible for. 2, the brand provides a value function for the company, the brand name by the registered trademark Protected by law. 3, the brand can show a certain level of quality, so that consumers can easily satisfied To choose this product again. 4, the core value of brand is the principal part of brand assets, which allow consumers Clearly identify and remember the brand interest and personality, is driving consumer identity, Love and fall in love with a brand of the main force. 5, brand knowledge by all ideas, related with the brand image of feeling and experience, The belief. The brand must make consumers believe it is strong and beneficial, Distinctive。 In China, the current car is large consumer goods, at the same time or personal identity as Effect of syndrome, so the brand quality of consumers to buy cars more decision. Three, independent brands of China In addition to high-end cars, independent brands have entered the all levels of the passenger Car market 1, in the high-end car (1) the history of the national key support, a Sino foreign joint venture automobile production Experience with high level of manufacturing technology For example: SAIC Roewe (2) 750 mg; Nanjing (3) the main official vehicles 2, mid-range cars (1) has many years of domestic car production and sales