上汽荣威品牌策略分析——以佛山荣威4s店为例

上汽荣威品牌策略分析——以佛山荣威 4s 店为例内容摘要近年来，在国民经济继续保持较快发展、国民收入继续保持稳定增长以及国民消费继续保持不断升级的背景下，汽车行业的竞争态势日益趋于复杂化、多样化。要想在此大背景之下，继续稳中求进，让企业得以持续发展，自然离不开合理、符合当前市场形势、满足消费者需求的品牌策略。本文希望通过研究国内外已有的品牌相关理论、文献和研究，结合国内汽车行业和佛山荣威 4s店的实际运营情况，通过问卷调查切实找准荣威汽车品牌方面存在的问题，并对这些问题进行分析，提出与其当前情况相适应的一些改善建议。荣威汽车是国内最大汽车集团——上海汽车集团股份有限公司下属的自主品牌，自 2006 年创立以来，在短短的十年时间里，发展速度较快。荣威在上汽集团中更是占据着重要的地位，选择上汽集团的荣威品牌作为研究对象，是有一定意义的，对其他汽车企业的发展也具有一定的参考价值。关键词： 上汽荣威 佛山 4s 店 品牌策略 问卷调查 IAbstractIn recent years, under the background that the national economy has maintained rapid development, national income has continued to grow steadily, and national consumption has continued to escalate, the competitive situation of the automotive industry has become increasingly complex and diversified. If we want to continue to make progress in this stable background, so that companies can continue to develop, it is naturally inseparable from a reasonable, brand strategy that meets the current market situation and meets consumer demand. This article hopes to study the existing domestic and foreign brand-related theories, literature and research, combined with the domestic automobile industry and the actual operation of the Roewe 4s store in Foshan, through a questionnaire survey to pinpoint the problems existing in Roewe car brands, and carry out these problems. Analyze and put forward some improvement suggestions suitable for the current situation. Roewe Automobile is an independent brand of Shangh...