上汽荣威公司品牌管理改进研究摘要：品牌作为一个产品区别与其他竞争对手产品的标志，它是企业在长期的市场运作中产生的一种无形资产，对消费者而言体现的是对产品及产品系列的认知程度，它是质量与信誉的保证，减少了消费者的购买成本与风险。对企业而言代表的是一种潜在的竞争力和市场价值的体现，它为企业带来的不仅是客户忠诚度更是一条持久的利益链。随着社会经济的不断发展，人们生活水平日益提高，汽车作为大宗商品也逐渐进入了寻常百姓家，如何通过对汽车进行战略性品牌管理造提高汽车知名度和市场份额是汽车销售的重点，本文就此展开了研究，以荣威汽车为研究对象，分析了其品牌管理对销售的影响，并结合自身的专业知识给出了相关建议。关键词：战略；品牌管理；荣威1Study on the improvement of the brand management of Roewe Automobile CompanyAbstract：Brand logo as a product of the difference with other competitors, it is a kind of intangible assets in the long-term operation of the market, consumers are reflected on the cognitive degree of product and product series, it is the credibility of quality and reduce consumer purchase cost and risk. On behalf of the enterprise is a manifestation of the potential competitiveness and market value for the enterprise, it not only bring customer loyalty is a lasting interest in the chain. With the continuous development of social economy, the improvement of living standards, the car as a commodity has gradually entered the homes of ordinary people, how to use the car for Strategic brand management improve automobile visibility and market share is the key for auto sales, this thesis, taking Roewe as the research object, analyzes its impact on sales of brand management, and gives professional knowledge of their own recommendations.Key words: strategy; brand management; Roewe21 引 言品牌管理是指针对企业产品或服务所属的品牌，综合运用企业人力、物力等营销资源，通过策划、传播、管理、评价等活动对品牌进行全方位、...
