谈中国汽车产品的品牌经营策略  

Discussion on Brand Operation Strategy of China Automotive Products

作　　者：尹术飞[1] 黄津[1] 

机构地区：[1]武汉理工大学

出　　处：《汽车工业研究》2001年第10期8-11,37,共5页Auto Industry Research

摘　　要：品牌具有强大的市场开拓力、文化内蓄力、信誉辐射力、资产扩张力和在市场上表现出的超常创利能力，对企业是一笔巨大的无形资产。品牌经营策略包括产品线延伸策略、品牌拓展策略等。我国汽车产品的品牌经营存在缺乏品牌经营意识、对品牌作为无形资产的巨大潜在价值认识不足、缺少明确的品牌定位、竞争策略单一以及缺少品牌价值塑造等问题。中国汽车工业进行品牌竞争需要认清市场需求，明了消费趋向，明确品牌定位，实现品牌的个性化经营，理顺品牌关系、追求附加价值等。The brand has a strong marketing force, inherent force in culture, radiation force in reputation, expansion force in assets and an extra-capability of profit creation in mardet, it is a huge intangible assets in enterprise. The brand operation strategy consists of extension strategy of product series, brand exploration strategy and etc. Some problems such as lack of brand operation consciousness, unsufficient recognition of huge potential value of intangible assets of brand, lack of cleared brand position, a single competitive strategy, lack of brand value creation and etc. are existed in brand operation of autornotive products in our state. Some issues such as market demand, consumer's trend, brand position, reilization of individual character operation of brand, keeping the brand relationship in good order, pursuing the additional value and etc. are necessary to be recognized in brand com- petition of China automotive industry products.

关 键 词：中国 汽车产品 品牌 品牌经营 经营策略 品牌定位 品牌竞争 

分 类 号：F426.471[经济管理—产业经济]