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发掘消费者真实需求、加强渠道管控能力以及强化售后服务是关键对全球汽车业的研究表明,汽车制造商的赢利能力与其溢价品牌销量占比具有较高相关度,拥有强势的品牌是厂商取得长久成功的关键。随着竞争的加剧以及消费者的成熟,中国汽车市场的竞争将很快进入品牌竞争的时代。如何寻找自己的目标消费群,如何确定自身的品牌定位,如何使自身的产品和运作体系能够支持品牌定位,持续一致为消费者带来能够满足他们理性和感性需求的价值,从而培养起品牌忠诚度,将成为企业赢得未来竞争的关键因素之一。
To explore the real needs of consumers, strengthen the channel management and control capabilities and strengthen after-sales service is the key Research on the global automotive industry shows that the profitability of automobile manufacturers and its share of premium brand sales have a higher correlation with a strong brand manufacturers get long the key to success. As competition intensifies and consumers mature, the competition in China’s auto market will soon enter the era of brand competition. How to find their own target consumer groups, how to determine their own brand positioning, how to make their own products and operating system can support the brand positioning, continuing to bring consumers the value that can meet their rational and emotional needs, so as to cultivate brand loyalty Degree, will become one of the key factors in winning the future competition.