新媒体时代梅赛德斯奔驰汽车品牌传播力的研究  

Research on the Brand Communication Power of Mercedes-Benz Cars in the New Media Era

作　　者：张荧窈 Zhang Yingyao

机构地区：[1]北京理工大学外国语学院,北京100081

出　　处：《时代汽车》2024年第21期154-156,共3页Auto Time

摘　　要：本文的核心目标是研究和了解国际汽车品牌的传播能力及其影响。通过分析梅赛德斯奔驰,探讨其品牌历史、品牌意识和品牌效应的演变,同时比较它在各国市场的品牌宣传策略。此文章也将深入探讨国内企业如何参考奔驰的成功做法,以提高其在全球市场上的知名度,并为汽车行业的品牌宣传策略提供有价值的参考。The core objective of this paper is to study and understand the communication capabilities of international automotive brands and their influence.By analyzing Mercedes-Benz,this article explores the evolution of its brand history,brand awareness and brand effect,and compare its branding strategies in different markets.This article will also delve into how domestic companies can refer to Mercedes-Benz's successful practices to increase their visibility in the global market and provide a valuable reference for the automotive industry's brand promotion strategy.

关 键 词：汽车品牌 传播力 梅赛德斯奔驰 

分 类 号：F42[经济管理—产业经济]