探析五菱汽车的品牌定位及其策略  

On The Brand Positioning and Sstrategy of Wuling Automobile

作　　者：张敏莉 李欣[1] ZHANG Min-li;LI Xin(Wuhan Textile University,Wuhan 430000,China)

机构地区：[1]武汉纺织大学,湖北武汉430000

出　　处：《品牌与标准化》2023年第1期38-42,共5页

摘　　要：上汽通用五菱汽车股份有限公司经过多年发展,运用定位理论在消费者心智中找寻市场机会,将产品定位为“微面”及“微型代步车”,旗下五菱宏光及宏光MINI EV两大主打车型成为微面、微型代步车的领先者。五菱汽车市场取得良好成效,得益于其成功的品牌定位策略。五菱汽车找位时,找准了目标用户,即中青年女性群体、新一线城市及中小城市消费群体;选位时,从单一营销转向联合营销渠道,从单次传播转向二次传播,选定了传播渠道。五菱汽车塑造情感认同、拉近与消费者的心理距离,注重品牌差异化,最终得到消费者认同,完成了从用户认知到用户认同的到位策略。After years of development,SAIC GM Wuling Automobile Co.,Ltd. has used the positioning theory to find market opportunities in the minds of consumers and positioned its products as "micro van" and "micro scooter". Its two major models,Wuling Hongguang and Hongguang MINI EV,have become the leaders of micro van and micro scooter. Wuling automobile market has achieved good results thanks to its successful brand positioning strategy. When Wuling Automobile found a place,it found the right target users,namely young and middle-aged female groups,new first tier cities and consumer groups in small and medium-sized cities;When selecting the position,the communication channel was selected from single marketing to joint marketing channel,from single communication to secondary communication. Wuling Automobile created emotional identity,narrowed the psychological distance with consumers,focused on brand differentiation,and finally achieved consumer recognition,completing the strategy from user cognition to user recognition.

关 键 词：传播 品牌传播 五菱汽车 品牌定位 定位策略 

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