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D-class car brand communication strategy planning

Author: ZhangLu
Tutor: JiangQingYun
School: Fudan University
Course: Business Administration
Keywords: Automotive Marketing Market segmentation Brand Strategy
CLC: F426.471
Type: Master's thesis
Year: 2008
Downloads: 175
Quote: 0
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Abstract


China's automobile industry to grow at an annual rate of more than 20% of the ten million march is about to become the world's second largest after the United States market ; D -class car market already accounts for 20% of total passenger car market , and showing the growing trend is expected to 2008 , the market size will exceed 100 million units. The study found that China's current D-class car market there is a good market space, good prospects for development . At the same D-class car market increasingly fierce competition , and gradually from the traditional products, channels transition to the brand of the dispute based integrated marketing communication full competition . Therefore, the brand's communication strategy is also increasing attention. In this context, this paper A car brand listed , for example, in certain research and analysis of data and information on the basis of the D -class car market , competing brands , consumer product point of interest position and comprehensive considerations, use of relevant brand research theories and analytical tools , from the perspective of innovation for the D-class car market development of brand communication strategy development can refer to the spread of ideas and structure .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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