The Research On The Components Of Audi Brand Image

According to the result about the index of Chinese automobile brand image power in 2006, automobile brand must be competitive factor with enhancement of marketing maturity as competitive focus changed from product to price, then marketing channel. Audi occupied 90% market share of luxurious vehicle, but now it is only 30%- 40%. The main cause is localization of some luxurious vehicle brands such as BMW, Benz. therefore, it is very significant that the aticle studied the components of Audi brand image with current situation of Chinese automobile market.Through the questionnaire survey and analysis, the article introduced the canonical analysis to the research on the components of the Audi brand image step by step. The full text is divided into six chapters: the first chapter is introduction, analysed background, purpose and significance and expounded the elementary theory. The chapter laid the foundation for the following discuss; The second chapter introduced preparative works, including construction of mode, design of questionnaire and actualization of survey; The third chapters applied factorial analysis to the research on the components of Audi brand image, made the use of the result to calculate factorial score, and got amendatory model and other conclusion; The fourth chapters compared the Audi and BMW from the market state, index of brand power, exponent, brand premium price, and brand image. The last chapter based precedingnior result, put forward the suggestions about brand management.The article adopted the following analytic approaches: integrating the positive analysis with the canonical analysis; integrating the qualitative analysis with the quantitative analysis; integrating generalizable analysis and deductive analysis. And the article applied concretely some analytic methods and implements such as the document analysis, the informal discussion with expert, the interview with public, questionnaire survey, factorial analysis and SPSS.