Research On Identifying And Building Brand Image Of Audi

With the sustainable and rapid development of Chinese economy, and the better performance of the whole car market recently, the luxury car market grows gradually. Over the past decade, Audi, Mercedes-Benz, BMW have been localized, Porsche, Lexus, Infiniti, A Library La rush to settle down in China, and it has became the important strategic market of luxury cars in the world. The fierce competition in luxury car market has led to the change in the marketing strategy. In recent years, luxury car companies have moved their focus from a simple product strategy to raise brand image chiefly, and thus to cultivate better image in the heart of customer to seize more clients.As the earliest and most successful localization luxury car brand, brand image which is one of the most important three objectives (brand, sales, and customer satisfaction) has strategic significance for Audi. From 2006 to 2008, the sale of Audi in Chinese market reached astonishing quantities gradually. However, the rapid expansion of sales and the development of brand image are not synchronized. In 2006, Audi Sales Division was established, and the imported cars and domestic cars combined network sales conceal the work of raising brand image.This paper aims to introduce the research of identifying and building Audi brand image through questionnaire, and find the ingredient of influencing Audi brand image and set up the strategy and advice. And keep the leading status in the car market.The first chapter put forward the questions this paper will research and the meanings. Meanwhile it illustrated the structure of this paper briefly.The second chapter explained and illustrated the relevant concept, including the image, brand, loyalty, awareness, favorability and so on, and specialize the connection with next research. At the same time, the target system is brought forward.(1) brand function image;(2) brand value image;(3) drive concept; (4) brand user image;(5) brand society duty image;(6) brand loyalty;(7) brand awareness;(8) brand favorability.The last section clarified the meaning of Audi brand image to FAW-VW.The third chapter illuminated research aim, object and data collection method, and described briefly the analysis content. And also analysis tool and method, namely SPSS 16.0.The fourth chapter analyzed the data of questionnaire clarified, including user sort character, module analysis of Audi brand image and assets. Finally the connection of brand image and assets are analyzed, further influence factors.The last chapter summarized the conclusion and the localization, and the research orientation in the future.