展示厅是与想买车的消费者最后一个接触点。如何将品牌形象及价值透过展厅设计,传递给消费者,发挥临门一脚的效应? 国内某著名汽车品牌的经销商曾经这样告诉我:“经销商是品牌链的终端,是面对面销售与服务的一线,是顾客体验与认知品牌的重要渠道。厂家把汽车品牌交给我们,我们就要当好品牌代言人,为厂家品牌形象增光添彩,同时也是为我们自己在塑造品牌。”这句话道出了汽车厂家、经销商的共同心声,特别是在2004年中国汽车发展遭遇“三年井喷一夜雪崩”的黑色拐点之后,我国汽车市场正从产品竞争向品牌竞争过渡,“终端为王”的竞争优势初现端倪。而品牌专营是 The showroom is the last point of contact with consumers who want to buy a car. How the brand image and value through the exhibition hall design, passed to consumers, play a kick-in effect? ​​A well-known domestic automobile brand dealers once told me: “Dealer is the brand chain of terminals, face to face sales and The first line of service is an important channel for customers to experience and recognize the brand manufacturers to the car brand to us, we will be a good brand ambassador, add luster to the manufacturer’s brand image, but also for our own brand building. Words come out of the car manufacturers, dealers, the common aspiration, especially in 2004 China’s auto development experience ”three years blowout a night of avalanche “ black turning point, the Chinese auto market is from product competition to brand competition, The competitive advantage of ”terminal is king" is beginning to take shape. The brand franchise is