奥迪中国品牌建设之路(2)

摘要 随着全球汽车行业的飞速发展和居民生活水平的提高，汽车已经越来越多地融入

了人们的生活。尤其是随着汽车市场的成长和日趋成熟，汽车企业间的竞争愈演愈烈。

国际化的市场环境和国内市场的严峻现实都迫使众多的汽车企业将更多的目光投向了

品牌建设和管理。

本文选取一汽大众旗下的奥迪品牌作为研究对象，奥迪作为在中国最早实现国产

也是最成功的豪华汽车品牌，多年以来,品牌形象作为公司经营最为重要的三个目标之

一（品牌、销量、客户满意度）一直享有非常重要的战略意义。本文介绍了奥迪汽车

品牌的发展历史、资产现状。运用品牌管理的知识分析了奥迪汽车在营销组合和次级

品牌联想方面的策略,分析了其在中国市场如此成功的原因，并设计了研究问卷。

关键词：奥迪中国；品牌建设；4P；次级品牌联想，成功因素分析

Abstract With the rapid development of global automobile industry and the improvement of

people’s living standard, cars are taking a more important role in people’s life. Especially with

the progress and maturation of the automobile market, competition among automobile

enterprises is becoming more and more intense. International market circumstance and

rigorous reality of domestic market have driven many automobile enterprises to focus on

brand construction and management.

This paper chooses Audi China as the research object. It introduces the history and asset

conditions of Audi China and some important events. Basing on the theory of brand

management, this paper analyzed Audi China’s strategy in marketing mix and second

association. Finally, a research questionnaire is provided.

Key words: Audi China, Brand Construction, 4P, Second Association

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