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在中国,对奥迪最大的诟病来自于它的“官车”形象。这把双刃剑成功塑造了乘坐者具有较高社会地位的形象,但却造成了消费者对奥迪“运动”这个本位概念的认知障碍。
In China, the biggest criticism of Audi comes from its “official car” image. This double-edged sword succeeded in shaping the image of the occupants with a higher social status, but resulted in consumers’ cognitive impairment of Audi’s “sports” concept.