客车品牌建设系列谈(4)——从客车价格战到品牌营销  

On Coach Brand Management (4)——Price War vs. Brand Marketing

作　　者：曲涛 

出　　处：《商用汽车》2007年第8期40-41,共2页Commercial Vehicle

摘　　要：对于价格战，很多人存在认识上的误区，一提到价格战，就想当然地认为是“没有技术含量”地拼价格，具体到如何打价格战以及通过价格战来达到什么目的，很多人更是知其然，不知其所以然；因此，要更好地运用价格战来服务于客车行业，就必须消除对价格战的片面理解和认识，建立一套科学的评价体系。Conducting a price war is one initial marketing strategy. However, it has been proven that the results and effects of a price war strategy are considerably limited within the complicated market circumstances of the coach industry. Today, coach manufacturers are adjusting their marketing strategies from simple price wars to combining brand management strategies and price competition mechanisms.

关 键 词：价格战 品牌营销 客车 品牌建设 技术含量 评价体系 行业 

分 类 号：F426.63[经济管理—产业经济]