客车品牌建设系列谈(7)——透过“节油”看品牌  

On Coach Brand Management(7)——Branding Building vs Fuel Saving

作　　者：曲涛 

出　　处：《商用汽车》2007年第11期48-49,共2页Commercial Vehicle

摘　　要：节油是提升企业品牌价值的有效方式 随着石油价格不断创下新高,客车企业开展节油活动的热情越来越高。2004年,广州五十铃在国内客车行业第一个举办以节油为目的的驾驶培训活动，接着，宇通、金旅、金龙等一、二线企业接二连三地推出自己的“节油”活动，争取为自己的品牌贴上“节油”标签；但是，企业的节油热情显然不如油价一样坚挺，到2007年还在坚持开展节油活动的企业已经为数不多。Fuel saving is not only a selling point of products, but also the effective way of promoting value of corporate brand image. JAC had gained significant achievement from its＂ Fuel-Save for Thousands Miles＂which has been conducted for many years. This article provides a thorough analysis of JAC’s successful experiences based on which practical and honest suggestions are put forward for mid and small size enterprises.

关 键 词：客车企业 品牌建设 节油 石油价格 广州五十铃 品牌价值 驾驶培训 行业 

分 类 号：F426.471[经济管理—产业经济]