CBBE模型视角下中外汽车品牌的中国市场战略探析  

Analysis of Chinese and Foreign Automobile Brands’ Chinese Market Strategy Based on CBBE Model

作　　者：田园[1] TIAN Yuan(Xi'an University of Arts and Sciences,Xi'an 710065,China)

机构地区：[1]西安文理学院

出　　处：《价值工程》2019年第24期100-101,共2页Value Engineering

摘　　要：本文以CBBE模式为视角,通过中外汽车品牌在中国市场的战略为研究对象,宏观地分析了中外汽车品牌在中国市场上不同的品牌策略.试图为中国自主汽车品牌寻求一条可持续发展道路:对于中国汽车品牌而言,想要成为强势品牌,就得拥有核心技术的自主权,强势的品牌力,为了未来的长远发展,我们还是应该拥有创新的技术和战略品牌观念,始终将目标消费群体视为服务主体,真正掌握属于自己的核心技术和品牌,才能走得更远.Based on the CBBE model, this paper analyzes the different brand strategies of Chinese and foreign automobile brands in the Chinese market through studying the strategies of Chinese and foreign automobile brands in the Chinese market, trying to seek a sustainable development for Chinese independent automobile brand road: for Chinese automobile brands, in order to be a strong brand, it is necessary to have autonomy with core technology and strong brand strength. In order to get long-term development, we should have innovation technology and strategic brand concept, always treat the target consumer group as the main body of service, really have our own core technologies and brands.

关 键 词：CBBE模式 中外汽车品牌 中国市场 品牌战略 

分 类 号：F273.2[经济管理—企业管理]