摘要
随着我国全面进入WT0时代，我国的汽车工业也将面临巨大的挑战。品牌是企业可持续发展的重要资源之一，企业通过利用品牌的无形资产可以达到大幅盈利以及长期成长的目的。因此，尽快建立符合市场竞争规则的中国汽车品牌营销新模式，是面对“入世”挑战的重要一环。推动汽车品牌的整合与提升，是实现我国汽车品牌管理系统化，增强汽车品牌市场竞争力，同外国汽车品牌抗衡，保证我国汽车品牌健康快速发展的必然选择。本文主要通过对国内外各种汽车品牌的市场传播典型的案例介绍与分析，为中国汽车工业品牌发展提供可供参考的经验。
关键字：汽车品牌 传播策略 发展趋势
Along with our country entered the WT0 era, China’s automobile industry will face enormous challenges. The brand is one of the important resources for the sustainable development of enterprises, enterprises can achieve substantial profit and long-term growth through the use of brand intangible assets. Therefore, the establishment of a new model of automobile brand marketing Chinese conforms to the rules of market competition as soon as possible, is the “WTO” an important part of the challenge. To promote the integration and upgrading of automobile brand, is the realization of automobile brand management system of our country, enhance the market competitiveness of automobile brand, with foreign brands to compete, the inevitable choice to ensure the rapid development of China’s automobile brand health. This paper mainly through the introduction and analysis of the case of market spread a variety of domestic and foreign car brands typical, and provide reference for the development of automobile industry China brand experience.
Keyword : car brand communication strategy development trend of automobile
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摘要………………………………………………………………………………………………………………………… I
Abstract………………………………………………………………………………………………………………….. II
1 引言…………………………………………………………………………………………………………………….. 1
1.1品牌汽车传播背景及意义……………………………………….. 1
1.2品牌汽车传播必要性分析……………………………………….. 2
2 国内外品牌汽车传播的发展现状……………………………………………………………………… 2
2.1国外品牌汽车传播的发展现状……………………………………. 3
2.1.1美国……………………………………………………… 3
2.1.2德国……………………………………………………… 3
2.2.3 日本……………………………………………………… 4
2.2.我国品牌汽车的传播发展现状……………………………………. 4
3.品牌汽车主要传播途径………………………………………….. 5
3.1.1 汽车广告传播………………………………………………. 5
3.2.2新媒体方式传播…………………………………………….. 6
3.3.3 汽车电商文化传播…………………………………………… 6
3.4.4 汽车公关活动传播…………………………………………… 7
3.1.5 整合营销传播（互联网活动)…………………………………… 7
4 品牌汽车的传播策略………………………………………….. 8
4.1 强化品牌个性塑造企业文化……………………………………… 8
4.2 正确把握品牌市场定位………………………………………… 8
4.3品牌传播过程要注重消费者的体验的感觉…………………………. 9
4.4 整合传播方式打造全新理念…………………………………….. 9
5.品牌汽车传播的发展趋势…………………………………………………………………………………. 10
- 1品牌汽车的未来发展方向……………………………………… 10
- 2品牌汽车传播的未来的传播途径………………………………. 11
结论………………………………………………………………………………………………………………………. 13
致谢 …………………………………………………………………………………………………………………….. 14
参考文献………………………………………………………………………………………………………………. 15
