本期话题 汽车自主品牌传播突破

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2009年,全球车市大幅衰退,中国市场独秀于林。中国汽车工业协会发布的调查数据显示,今年一季度,中国汽车市场逆市增长,一举超越美国,成为全球冠军。4月下旬举办的第十三届上海车展,更成为全球汽车业盛事,那些深陷市场衰退和资金链断裂危机的全球汽车巨头,无一缺席本届车展,成就了上海车展与底特律、法兰克福、东京、日内瓦车展并驾齐驱的国际顶级大展地位。但是,中国这块汽车业的热土,却是洋品牌的天下。过去,自主品牌汽车凭借价格优势在低端市场占有一席之地,然而随着近两年来外资和合资品牌俯冲而下,自主品牌汽车不断失守低端市场。据调查,合资和外资品牌占有中高档轿车市场份额90%以上;即便在中低档轿车市场中,自主品牌的市场份额也只有30%左右。为什么具有性价比优势的自主品牌汽车在品牌形象和产品声誉上低外资品牌一等?诚然,中国自主品牌车企在技术研发和产品设计上,与国际大车厂相较而言,差距仍存;然而最明显的差距,已非产品品质或售后服务,而是品牌和营销。在本土车企寻求全面突破的漫漫长路中,如何在品牌建立和产品营销上取得突破?就此,本刊邀请了三位国内汽车品牌传播领域的资深人士,论道中国自主汽车品牌的传播突破。 In 2009, the global auto market downturn, the Chinese market alone in the forest. China Association of Automobile Manufacturers released survey data show that the first quarter of this year, China’s auto market bucked the market growth, surpassing the United States in one fell swoop, becoming the world champion. The 13th Shanghai Auto Show, which was held in late April, became a global automotive event. Global auto giants who suffered from the market downturn and the financial crisis caused by the chain fracture did not absent from this auto show, Tokyo, Geneva Motor Show keep pace with the international top-level exhibition status. However, the hot spot of China’s automobile industry is dominated by foreign brands. In the past, own-brand cars had a place in the low-end market by virtue of their price advantage. However, with the subduction of foreign-funded and joint-venture brands in the past two years, their own-brand cars continued to fall in the low-end market. According to the survey, joint-stock and foreign brands occupy more than 90% of the market share of mid- to high-end sedans. Even in the middle and low-end sedan market, the market share of their own brands is only about 30%. Why does a self-owned brand car with cost advantage lower its reputation as a foreign brand on the brand image and product reputation? It is true that there is still a gap between China’s own-brand car makers in technology research and product design and international car makers. However, The most obvious gap, non-product quality or after-sales service, but the brand and marketing. In the local car industry to seek a comprehensive long road to breakthroughs, how to make a breakthrough in brand building and product marketing? In this regard, the magazine invited three senior experts in the field of car brand communication, on the road to China’s autonomous car brand communication breakthrough .
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