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奥迪、宝马、奔驰这些高端品牌身段往下降一降,哪怕配置少一点,简单一点,消费者也会因为这个品牌好而购买。但是作为自主品牌,从低端上高端是很艰难的。2007年5月18日,吉利提出战略转型,发表了《宁波宣言》,核心思想就是要抛弃价格战,价值优势转向质量、技术、品质、品牌、服务,走国际化的道路。两年多以来,吉利的转型不仅从品牌全新的梳理开始,对车型也进行了全新的定位,放弃生产许多4万元以下的车型,品牌向中高端拓展。
Audi, BMW, Mercedes-Benz figure of these high-end brands to drop down, even if the configuration less, simpler, consumers will buy because the brand is good. However, as a self-owned brand, from the low-end high-end is very difficult. On May 18, 2007, Geely proposed a strategic transformation and issued the “Ningbo Declaration.” The core idea is to abandon the price war and to shift the value superiority to the path of internationalization through quality, technology, quality, branding, and service. For more than two years, Geely’s transformation not only started with a brand new brand review, but also launched a brand-new positioning on the models and abandoned the production of many models under 40,000 yuan. The brand is expanding to medium and high-end.