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在中国轿车市场竞争日益激烈,竞争对手不断出新的情况下,帕萨特于2002年7月开始了品牌重塑活动,深入开发现有产品潜力,提升品牌形象,带动销售,建立领导品牌。中国轿车市场进入了一个飞速发展的阶段。和以往相比,那时的轿车市场以公款购车为主,而现在个人购车的比率显著上升。这一状况在帕萨特20万元至35万元价位的中高档轿车市场同样明显。利用帕萨特购买者数据库,对于现有消费者数据分析,以及对潜在消费者的市场调研,帕萨特消费者是不断获取更大成功的中产阶级、城市中高档收入人士。25-45岁男性为主。年轻、成功的企业家,合资、外企的
In the increasingly fierce competition in the Chinese car market and the continuous emergence of new competitors, Passat launched a brand remodeling campaign in July 2002 to further develop the potential of existing products, enhance its brand image, drive sales, and establish a leading brand. The Chinese car market has entered a stage of rapid development. Compared with the past, the car market at that time was dominated by public funds, and now the rate of personal car purchases has risen significantly. This situation is also evident in the mid-to-high-end car market at Passat’s 200,000 to 350,000 yuan price range. Using the Passat Buyers’ Database, for existing consumer data analysis and market research for potential consumers, Passat consumers are constantly acquiring more successful middle class and urban high-end income people. 25-45-year-old male dominated. Young and successful entrepreneurs, joint ventures, foreign companies