Research On Brand Promotion Of Automobile Enterprises

A brand is a unique marker for a product manufacturer to distinguish the other producers.Brand value addition can promote the additional emotional satisfaction for consumers.In order to improve the added value of the automobile brand,there exist the necessity and inevitability for the brand promotion.At present,China’s auto industry has gradually developed as one of the country’s leading industries,which is not only the focus of the national industrial policy tilt object,but also the hot spot of China’s stock market.Generally speaking,the brand promotion strategy includes product strategy,price strategy,channel strategy,service strategy and network strategy.On the other hand,the automobile enterprise’s brand promotion has its particularity.Its promotion means in general can be divided into advertising,public welfare activities,sponsorship,motor sports,etc..The Peugeot car will be regarded as the research object,and the Peugeot brand promotion will be studied to display those detailed tactics of the brand promotion,and the benefits with losses of Peugeot brand building will be analyzed,then some useful suggestions and some possible innovation for it will be put forward.At the same time,the new trends of the brand promotion in recent years will be discussed,such as the implantable advertising of automobiles is more effective than the hard advertising so as to be in favor,and some points of automobile brand promotion will be summed up,for example,in the era of experience economy,it is more and more popular that in attaching the spiritual and cultural factors to the brand.According to the specific analysis of the Peugeot brand promotion,the automotive enterprises of self-owned brands in our country will be analyzed by the SWOT analysis method,then the experience or enlightenment will be obtained from foreign car enterprises,moreover,the suggestions and prospect for the development of the self-owned brand will be put forward.In addition,the research above will establish the theoretical foundations and provide other marketing tools of brand promotion for our own automobile enterprises of self-owned brands in our country such that these enterprises can judge themselves according to the actual situation of their own advantages and disadvantages,which is critical for them to get the hang of the ability of self-diagnosis,then to give full play to its advantages,and also make up for the deficiency.