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作为一个新企业,特别是已经在中国存在时间比较长的一个新企业,广汽三菱如何扭转三菱品牌长期以来的萎靡形象?“三菱的态度总是很悲观,总想着如果失败怎么办,纯属底气不足,一年一年就在担心中过去了。”一位广汽长丰高管曾经这样形容三菱汽车对于中国重开合资公司的心情。事实上,过去多年的教训确实让三菱汽车社长益子修底气不足,尽管三菱的产品从品质和设计上都不错,但在中国的品牌力实在太弱。(详见《汽车商业评论》2012年5月刊《千万不让目标再流产》)为此,广汽高层们多次亲赴日本和
As a new business, especially in a new enterprise that has existed in China for a long time, how can GAC Mitsubishi reverse the long-awaited image of Mitsubishi brand? “” Mitsubishi’s attitude is always pessimistic. Always thinking about what to do if it fails, pure Is a lack of confidence, year after year in the worry over. “” A Guangzhou Automobile Changfeng executives once described Mitsubishi Motors’ feelings about reopening a joint venture with China. In fact, the lessons of the past many years really make Mitsubishi Motors CEO Masako lackluster, although the quality and design of Mitsubishi products are good, but the brand in China is really weak. (See “Car Business Review” in May 2012 issue “Do not let the goal of abortion”) To this end, Guangzhou Automobile executives repeatedly went to Japan and