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随着市场竞争的日趋激烈,越来越多的汽车厂商认识到品牌是企业生存和立足之本,品牌竞争已成为汽车厂商间竞争的最高表现形式,品牌战在商界被誉为“最后的商战”。同时,由竞争引发的问题也越来越多地摆在汽车厂商面前,诸如汽车厂商如何出奇制胜、如何保持较强的获利能力、如何打造强势品牌、如何依靠品牌战略赢得市场、如何增强凝聚力等等。迫于竞争压力和上述问题困扰,很多汽车厂商把希望寄托于导入企业形象
With the increasingly fierce market competition, more and more car manufacturers recognize that the brand is the basis for their survival and foothold. Brand competition has become the highest form of competition among automobile manufacturers. Brand war is praised by business circles as “the last commercial battle ”. At the same time, the problems caused by competition are also increasingly placed in front of automobile manufacturers, such as how auto makers are surprisingly successful, how to maintain strong profitability, how to build strong brands, how to win markets by brand strategies, and how to enhance cohesion Wait. Under pressure from the competition and the above problems, many car manufacturers pin their hopes on the introduction of corporate image