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背景说明:华晨汽车是我国第一个民营资本挂牌的汽车生产企业,厂址在沈阳,其旗下品牌有中华、雪弗莱、宝马(合资)、金杯。 展示会更需要丰富战略内涵 刚刚结束的2003年第三届沈阳国际汽车博览会上,可谓是一次世界各大知名汽车品牌向国人亮相的专业舞台,奔驰、宝马、劳斯莱斯、福特、克莱斯勒等名车齐聚沈城,一时间掀起了滚滚的“汽车风暴”。 作为汽车营销的主要手段之——展示会,充分发挥了形象营销的巨大能量和作用,展示的管理和设计水平也越来越高,但面对大品牌的凌厉攻势,相对弱小的本土民营品牌该如何应对?本土品牌华晨中华轿车、华晨金杯海狮
Background Description: Brilliance Automotive is the first automobile manufacturer listed in China with private capital. Its site is in Shenyang. Its brands include China, Chevrolet, BMW (joint venture) and Jinbei. Show more need to enrich the strategic connotation Just concluded in 2003 the third session of the Shenyang International Auto Expo, can be described as a major world-renowned car brand debut to the professional stage, Mercedes-Benz, BMW, Rolls-Royce, Ford, Chrysler, etc. Famous cars gathered in Chencheng, a time set off a rolling “car storm.” As the main means of automotive marketing - Exhibition, give full play to the enormous energy of image marketing and role of display management and design level is also getting higher and higher, but in the face of fierce offensive big brands, the relatively weak local private brand How to deal with? Local brands Brilliance China sedan, Brilliance Jinbei sea lions