On brand management from automobile culture

Through the exploration of automobile production and sales, the importance of culture in automobile brand management is summarized. As a special and vivid concept, culture endows automobile brands with vitality. Similarly, brand management can learn from the experience of automobile culture and create its own exclusive culture, thus providing reference for enterprise brand management.

Keywords: automobile; Brand; Culture; brand management

Automobile, a well-known term, a tool to gallop around the world, a fashion that is popular all over the world and a culture with a long history. Whether it is a leap from a carriage to a car, or a transition from a combination of wood and steel to an all-metal solid body, whether it is a transition from a single modeling mode to a full-function design, or a leap from a simple means of transportation to the world trend and fashion, the development of the car is undoubtedly an amazing legendary history. Its success not only embodies its unique magic weapon to win, but also reflects the light that brand management should have. The glorious course of the automobile can not be separated from the contribution of the brand. The close mutual assistance between the two allows us to deepen the brand from the automobile culture and analyze the experience that brand management is also applicable.

Automobile production and sales are two indispensable links in automobile development. Mercedes-Benz and BMW are the best in the automobile industry. Whether it is production or sales, it shows people a kind of perseverance and excellent quality. .

? Mercedes? Their names are catchy, and the three-pointed star emblem of Mercedes-Benz makes people stop and wait, but few people delve into its origin. 190 1 year, a Daimler company called Emile? Jelinet's client persuaded the company to adopt his beautiful and lovely daughter 10? Mercedes? In Spanish, Mercedes means peace and moderation. Once this beautiful Spanish name came out, it was widely praised and welcomed. In the second year, Daimler will? Mercedes? Officially registered as a product name, from now on? Mercedes? Time magazine. Mercedes-Benz's Trident Star Emblem expresses Daimler's long-cherished wish to realize the motorization of land, sea and air, and was officially registered as a company trademark on 1909.

From the origin of the name and trademark, we can feel the ardent expectations and wishes of the founder of Mercedes-Benz brand. With this beautiful expectation, people after Mercedes-Benz not only made Mercedes-Benz's reputation resound through the earth, but also made Mercedes-Benz's logo shine, and also inherited Mercedes-Benz's eternal business philosophy and service purpose. In this 100 year, Mercedes-Benz proved its strength with quality and won the hearts of the people with service, thus realizing its rapid development and unshakable brand position. Mercedes-Benz once had a very imposing advertising slogan. We don't need to make up a beautiful story. Shall we write history from 1886? We have to admit that it did, established a car kingdom of its own and created an excellent culture engraved with the imprint of Mercedes-Benz.

It is this culture that makes the image of Mercedes-Benz deeply rooted in people's hearts, and it is this culture that gives Mercedes-Benz the motivation to keep moving forward. A culture can melt and touch people's hearts as gently as water, and at the same time it can give people trust as hard as a rock. This culture can cover all aspects of products and brands, such as service, quality, production and sales. From top management to grass-roots employees, from sales staff to customer groups, enterprises can feel a kind of strength and confidence, and customers can also feel a sense of trust and peace of mind. Mercedes-Benz's automobile culture shows us the qualities that a successful brand should have, and the most important thing is actually the shaping of culture. The extension of brand management is wider, but the effect is still the same. Just like cars, the survival of brands also needs the support of an exclusive culture. With the backing of culture, the brand is complete, has vitality, and can go further and further on the road of management.

BMW is comparable to Mercedes. Their market positioning and market value are very similar, but they each emit unique light.

BMW is the abbreviation of Bayerische Motorenwerke AG. BMW, formerly known as the Aircraft Factory, was established on March 7, 2006, and its telephone number is 1965438. At first, it was famous for making streamlined two-wing reconnaissance planes. Because of this, BMW adopts the figure of inner and outer double circles, and the trademark with the word BMW is marked above the double circles. The whole trademark is like blue sky, white clouds and a propeller that keeps running, symbolizing BMW's long history, not only symbolizing the company's leading position in aero-engine technology in the past, but also symbolizing the company's consistent purpose and goal: to satisfy customers' greatest wishes with the latest science and technology and the most advanced ideas in a vast space and time, reflecting the company's vigorous spirit and ever-changing new look.

Speaking of BMW, we can feel the significance of culture for car sales. For China, Beijing Baby Treasure is definitely a typical success story. Ms. Mars, the chairman of Yingzhibao, once said that Yingzhibao is not only a BMW sales and maintenance center, but also endowed with cultural and artistic values, and inherited a profound understanding of BMW's cultural connotation. We strive to build a tasteful BMW club through every detail and give more BMW users with the same hobbies a platform for mutual communication. ? Since its establishment, Yingzhibao has been committed to building BMW culture and is unique in all automobile sales departments. It took several years to practice its original ideal.

The success of Yingzhibao is closely related to the BMW culture it has been promoting. With the thickness and depth of culture, the sales of BMW cars no longer fall into the stereotype, but become an artistic realm, so BMW cars have become exquisite works of art. In the 4S shop of Yingzhibao, there are not only cold and still cars, but also a kind of humanistic care, a cultural atmosphere. The car of Yingzhibao will provide a platform for BMW owners to socialize and participate in social welfare activities. In addition to buying cars, maintaining and repairing cars, car owners can also experience distinguished and special services, such as wine, food, cigars, music, galleries and so on. And they can regularly participate in theme salons for sub-groups, so that all the distinguished guests who come to Yingzhibao can not only feel the extraordinary dignity of BMW brand, but also truly experience the elite concept and lifestyle represented by BMW.

Mercedes-benz, BMW and yingzhibao have explained the meaning of success for us. It can be seen that automobile culture endows automobile production and automobile sales with unique vitality, and injects fresh blood and inexhaustible power into the development of automobile industry. The same is true of brand management, which requires each brand's story to have a unique culture. Injecting the concept of culture into brand management can make the brand break away from cold and dull goods and become a dynamic and vivid image, thus printing eternal and beautiful expectations in consumers' hearts.

Automobile culture paper 4

Research on the Current Situation of China Automobile Culture Market

Abstract: In recent years, the automobile consumption market in China has developed vigorously. Establishing a reasonable consumption structure and cultivating a new consumption market are the inherent requirements of sustained economic growth, and automobile consumption is a new branch of the consumption market. On the basis of a large number of data, this paper analyzes the reasons for the small demand for automobiles by families, and discusses how to adjust the automobile consumption structure accordingly from the aspects of consumption situation, vehicle type structure and government automobile consumption policy, so as to make the automobile consumption market more perfect.

Keywords: automobile culture; Consumption structure; Automobile consumption

1 Current situation of automobile culture in China

In recent years, with the vigorous development of the automobile consumption market in China, the auto show has undoubtedly become the best platform for many automobile brands to display their brand strength and core technologies. International auto giants want to use this stage to make China consumers' brand awareness clearer. As a local automobile brand, it shows the rapid progress of national industry through auto show. For a time, auto shows all over the country blossomed everywhere, and there was a scene of prosperity. According to incomplete statistics, there are about 50 auto shows held in various names all over the country.

Among these auto shows, Beijing, Shanghai, Guangzhou, Changchun and Chengdu are the most eye-catching. The excitement of the auto show also promoted the development of car models. Now people go to the auto show not only to see cars, but also to see car models. With cultural youth Han Han and movie star Jimmy Lin joining the ranks of drivers, more and more people begin to pay attention to China drivers and their motorsports. The appearance of auto shows, car models and drivers has enriched China's automobile culture and promoted the development of China's automobile culture.

When it comes to the automobile culture of every country, the automobile brands of this country are always mentioned first. However, the automobile brands in China have not been fully developed. We should work hard on automobile technology and automobile design and strive to reach the international advanced level. Only by developing China's own automobile brand can China's automobile culture be truly powerful.

China element is the essence of China culture, which continues into our modern life and plays a role in inheriting national culture. This is a unique internal and external feature of the Chinese nation. These colorful elements are symbols of China culture in the minds of foreigners. Not only the Confucianism, which stresses unity of opposites, moderation and harmony, and Taoism, which stresses inaction, are the places where China culture is different from other countries' cultures, and of course it belongs to the category of China elements.

At present, China is facing many problems, such as large population, wide geographical area, rapid economic development, large regional differences, low per capita income, wide gap between the rich and the poor, and poor oil resources. , including our national characteristics as an Asian race. Diligence, intelligence, personal struggle, love of conformity, emphasis on ostentation and extravagance, and attention to family are all manifestations of China's elements. Judging from the above basic elements, excluding the universal performance and price requirements such as good quality, low price, safety and reliability required by any culture, a moderate, harmonious and thoughtful atmosphere should be the design goal.

2 China automobile consumption status

According to the actual purchase amount of automobiles, automobiles are high-grade durable consumer goods with the lowest household ownership rate in China. With the improvement of residents' income level and the introduction of the government's policy of encouraging cars to enter residents' families, especially since May 20001year, the government has relaxed the price control of production enterprises, and all kinds of unreasonable expenses that limit the demand for cars have been gradually cancelled. Automobile consumption credit has been accepted by more and more people, and cars are rapidly entering ordinary families and beginning to replace household appliances as a new generation of leading consumer goods. China's private car consumption began to enter a stage of rapid growth.

However, compared with the developed countries in the world automobile industry, the car ownership rate in China is still relatively low. At the same level of per capita income as China (also calculated by purchasing power parity and 1.990 USD), the lower limit of automobile ownership rate in developed countries of the world automobile industry is 1.7%, and the upper limit is 10.4%. The lower limit of automobile penetration rate is 0.8%, and the upper limit is 9. 1%. Even compared with the lower limit, the gap between China's car ownership rate and these countries is very large. In 2003, the car ownership rate in China was 1.8%, which just touched the lower limit of the car ownership rate in countries with the same per capita income level.

However, the price of cars in China is still very high. The average profit of the world automobile industry is only 5%, while the profit of China automobile industry is much higher. The high cost of automobile production, various taxes and fees, imperfect supporting measures to encourage automobile consumption, and the fact that the living standard of urban and rural residents in China has not yet reached a well-off level are all important reasons why automobiles have not become a hot spot for people's consumption.

3 China automobile consumption market development countermeasures

China automobile market is facing a critical period of releasing demand potential, accelerating product renewal and intensifying market competition. The start and development of the automobile market has had a wide and far-reaching impact on China's industry, economy and society. However, the huge automobile market provides a once-in-a-lifetime opportunity for industrial leapfrog development, and also brings severe challenges.

3. 1 enterprise level: market-oriented, competition first.

(1) Accelerate the pace of integration and improve the competitiveness of enterprises.

Merger and reorganization is the development trend of the world automobile industry, and the world is facing the fourth wave of merger. China automobile industry should conform to this trend, strengthen enterprise collectivization and strategic alliance construction.

(2) Adjust the product structure to meet the market demand.

Enterprises should be market-oriented, strengthen market research, adjust and optimize existing product lines and product structures, and enhance the adaptability of supply to consumer demand. At the same time, in-depth study of the development trend of consumer demand, in view of some new characteristics and trends in China's automobile consumption market, efforts are made to improve product quality and service level, constantly promote the upgrading of consumption structure, and fully tap the consumption potential.

(3) Promote the comprehensive application of marketing concepts and enhance the marketing function of enterprises.

Automobile enterprises should adhere to customer-centered and market-oriented, combine total quality marketing with high-tech marketing, strengthen the construction of independent brands, pay attention to the development and application of e-commerce, and shorten the distance between production and consumption through digital distribution channels, thus saving many links experienced by commodities in circulation.

3.2 consumption level: rational consumption, cultivating resource-saving consumption patterns.

(1) Strengthen consumption education and guide consumption correctly. Consumers are an important part of both the supply and demand sides of the market, and the effective demand of consumers is an important guarantee for developing the automobile consumption market. It is necessary to strengthen publicity and guidance, help consumers gradually form modern consumption values that meet the requirements of modern market economy, and abandon the elements in traditional consumption concepts that are incompatible with modern market economy consumption concepts. While encouraging thrift, we advocate the new concept of striving for development, constantly improve the consumption level and improve the quality of life.

(2) Pay attention to consumer groups and actively promote credit consumption. At present. The proportion of consumer credit in China's total credit scale is low, and the lack of consumer credit not only affects the upgrading of consumption structure, but also affects the upgrading of industrial structure and the expansion of production scale. By developing consumer credit, residents' consumption pattern can be changed from self-accumulation to credit support, which can realize the consumption of high-value goods such as automobiles in advance and solve the current common problems. Insufficient purchase, excessive purchase? Consumption fault problem.

3.3 Government level: transforming government functions and improving macro-control.

(1) Raise awareness and establish correct guiding ideology. To develop the automobile consumption market, we should raise awareness, establish correct guiding ideology, put the development of automobile consumption market in the modern market system, implement Scientific Outlook on Development, build a well-off society in an all-round way, build a harmonious society, realize the diversification of commodity structure and market subjects, speed up the construction of modern market system, and establish and improve the market monitoring system.

(2) With the support of the government, carry out key technical research in the automobile industry. At present, the manufacturing capacity of China automobile industry is ahead of the technological development capacity, and the biggest bottleneck of its development is not capital and market, but technology. China's automobile industry can't change its low position in the world automobile industry system if it relies on multinational companies for a long time. At present, the world automobile industry is in a technological revolution. From a technical point of view, electric vehicles, hybrid vehicles and fuel cell vehicles have made major breakthroughs, and at present they are mainly promoting commercialization and industrialization.

(3) Adjust the automobile consumption policy and cultivate the automobile market. Automobile consumption policy is an important means for the country to regulate the development of automobile market and automobile industry, and it is also an important factor affecting the demand of automobile market. The adjustment of automobile consumption policy in the new era should include the following aspects: first, adjust the tax structure, reduce the tax in the purchase process, transfer the tax in the use process, and reduce the tax burden of consumers. Second, standardize automobile taxes and fees, and establish an automobile consumption system based on fuel tax. Third, gradually adjust the tax and fee policy, implement differential tax rates, and encourage the production of economical cars. Fourth, simplify the procedures for car purchase, and improve and establish an automobile sales service guarantee system based on private cars.

(4) Cultivate consumption power. Income is the most direct and important factor affecting residents' consumption. Therefore, the expansion of automobile consumption should be based on economic development and the improvement of consumption environment, and various measures should be taken to actively improve the real income level of residents and enhance their consumption capacity. At the same time, improve the social security system, reform the tax policy, strengthen the infrastructure construction, publicize the automobile culture, and make joint efforts from the government, finance, automobile enterprises and other aspects to vigorously develop China's automobile market.

Guess you like:

1. Model essay on automobile culture

2. Paper on automobile culture

3. Paper on automobile culture

4. Automotive application technology papers

5. Master's thesis on automobile culture research