品牌再定位——客车品牌建设系列谈之一营销学之父菲利普·科特勒在《营销管理》中有句名言:也许一个品牌在市场上最初的定位是适宜的,但当“消费者爱好偏移”或“竞争品牌逼近”时,它可能不得不面对重新定位的问题。事实上,在客车行业飞速发展的十几年中,再定位一直伴随着企业的成长。在20世纪60—70年代,中国客车工业的产品主要是公交客车和团体用车,客车企业也基本上是地方性企业;但是,到了80年代末和90 Brand Repositioning - Bus Brand Building Series Talk One of the Marketing Science Phillip Kotler in the “Marketing Management” in a famous saying: Maybe a brand in the market initially positioned is appropriate, but when “consumer preferences Offset ”or“ competing brand approximation ”, it may have to face the problem of repositioning. In fact, in the rapid development of passenger car industry in more than a decade, re-positioning has been accompanied by the growth of enterprises. In the 1960s and 1970s, the products of China’s bus industry mainly consisted of bus and group vehicles, and bus companies were also mostly local enterprises; however, by the late 1980s and 1990s