论文部分内容阅读
自主品牌普遍不重视塑造品牌。上汽荣威起初高举高打一度令人仰慕,但却半途而废,这是教训也是经验中国汽车界著名的营销人物,如今的北京现代常务副总李峰认为,汽车企业发展三阶段(价格驱动阶段、品质驱动阶段和品牌驱动阶段),每一个阶段对于一个非常成功的企业可能都得花10年20年的时间努力,并非一蹴而就。他指出在价格驱动阶段抓品牌,“那简直就是走入了最大的误区”。《汽车商业评论》认为,对于中国广大的汽车自主品牌来说,应该说许多还处
The independent brands generally do not pay attention to shaping the brand. SAIC Roewe initially held high and high admiration, but it was abandoned. This is a lesson learned as well as a well-known marketing figure in the automotive industry in China. Today’s Beijing deputy general manager Li Feng believes that the development of automobile companies in three stages (price-driven stage, quality-driven Stage and brand-driven stage. Each stage may take 10 to 20 years to work for a very successful company. It does not happen overnight. He pointed out that grasping the brand during the price-driven phase, “that is simply into the biggest misunderstanding”. “Automotive Business Review” believes that for China’s vast number of automotive brands, it should be said that many are still