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经过2004年的调整后,2005年中国汽车市场正在回归理性。众多的汽车生产厂商自2005年4月上海车展开始,就在为下一轮的竞争积蓄力量和潜能。据中国汽车工业协会7月的统计数据,2005年上半年我国汽车产销量分别为281.52万辆和279.24万辆,同比增长5.15%和9.35%,乘用车中的轿车累计产销量分别为125.54万辆和122.80万辆,同比增长2.04%和9.29%,呈现稳中有升势头。其中,中级轿车越来越成为市场的中坚力量,已占据四成的市场份额,但竞争的火药味也越来越浓。REIZ锐志是一汽丰田2005年推出的中级轿车新品,于2005年10月26日正式上市。但此前,锐志在国内的知名度几乎为零,如何有效地在上市前树立品牌知名度,充分传递产品信息,在知名度为零的情况下快速锁定目标消费群体,继而让锐志成为被广大消费者接受的中高档汽车的强势品牌,特别是后驱车的最强势品牌,是项目面临的最紧迫的课题和挑战。
After the adjustment in 2004, China’s auto market in 2005 is returning to rationality. Numerous car manufacturers since April 2005 Shanghai Auto Show, is in the next round of competition to accumulate strength and potential. According to the statistics released by China Association of Automobile Manufacturers in the first half of 2005, the production and sales volume of automobiles in China in the first half of 2005 were 2.1525 million units and 2.7924 million units respectively, up 5.15% and 9.35% over the same period of last year. The cumulative production and sales of passenger cars in passenger vehicles were respectively 1.2554 million Vehicles and 1.228 million, an increase of 2.04% and 9.29%, showing a steady rise. Among them, the mid-size sedan has become the backbone of the market more and more, has occupied 40% of the market share, but the competitive smell of gunpowder is more and more concentrated. REIZ Reiz is FAW Toyota mid-size sedan launched in 2005 new products, on October 26, 2005 officially listed. Prior to this, however, Reiz has almost zero domestic reputation. How to effectively establish brand awareness before listing, fully transmit product information, rapidly target consumers at a low profile, and then make Reiz become acceptable to consumers The strong brand of high-end cars, especially the most powerful brand after driving, is the most pressing issues and challenges facing the project.