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比德文电动车2002年进入市场,从销量最大的当地强势品牌发展为扩张势头强劲的区域品牌。如今电动车市场的升级迫使比德文必须开始向全国市场进军,进行品牌化战略,抢先跑马圈地、站稳脚跟。于是比德文开始制定从区域品牌向全国品牌扩张的发展战略。今年是比德文电动车的品牌扩张年,如何实现品牌突围,打好第一炮,成为摆在比德文面前的问题。投放央视广告成了比德文扩张战略的首选先行军,贴片年初大片《贞观长歌》广告为今年的全国覆盖战略吹响了号角,也是比德文电动车第一次呈现在全国消费者面前。
The German-made electric car entered the market in 2002 and developed from a local strong brand with the largest sales volume to a regional brand with strong expansion momentum. Today, the upgrading of the electric car market forced German to enter the country must start than the German market, brand strategy, the first staking their names, gain a firm foothold. As a result, Biedeman started to develop a strategy of expanding its business from a regional brand to a national brand. This year is more than the German brand of electric vehicles to expand years, how to achieve brand breakthrough, lay the first gun, become placed in front of German issues. The launch of CCTV advertising has become the preferred march ahead of the German expansion strategy. In the beginning of the year, the large-scale “Zhenguan Longhua” advertisement blew the horn for this year’s national coverage strategy. It was also the first time that a German electric car was presented to consumers nationwide before.