论文部分内容阅读
使用统一的模型和方法,对中国汽车市场主流品牌进行全覆盖研究,发现各汽车公司在品牌建设与传播链条中的薄弱环节也就是弹指一挥间,从2002～2006的4年里,中国汽车消费者和中国汽车市场一起,经历了由稚嫩到成熟的转变。市场成熟化的重要特点之一,就是产品的同质化。在这样的市场中,品牌将比产品具有更鲜明的区别特征,并在购买过程中发挥比产品本身更具鉴别力的指导作用。
Using a unified model and method, the author studies the full coverage of the mainstream brands in China’s automobile market and finds that the weak links in the brand building and transmission chain of various automobile companies are also the flipping points. In the four years from 2002 to 2006, China Automotive Together with the Chinese auto market, consumers have undergone a transition from immature to mature. One of the important features of market maturity is the homogenization of products. In such a market, the brand will have a distinctive distinctiveness than the product and play a more discriminating guiding role in the buying process than the product itself.