| At present, China’s domestic auto companies in the market quickly grow and develop its own brand in the rapidly growing at the same time, there is also the concept of backward, low-end image of the "cottage", the original brand image to keep up with product upgrades, designbackward, marketing strategies deviation problems, leading to impossible to increase the core competitiveness of enterprises, local enterprises to the shape of the high-end brand from low-end brand image, which suffered setbacks in the market, but also to further long-term development of enterprisesparticipate in global competition has caused a huge obstacle.In order to explore the principles and strategies of local car brand image, to make recommendations for the realization of the brand image of China’s domestic auto industry as a whole across the car brand image content and shape the principles of the sort.First, the importance of a clear brand image development of the auto companies. The brand image is a manifestation of one of the core competitiveness of enterprises today, today we have entered the era of the brand culture, every aspect of people’s lives are inseparable from the brand culture, for the automotive industry, due to the characteristics of the product itself, the brand image even far more than other industries. Combed automotive brand image content, features, and other related concepts, and finally, in the background and basic concepts, the pilot principle of shaping the brand image of a few basic principles:the principle of perseverance philosophy, rational principles, the personality principle demand as the central principle, systematic principles.By choosing local car company byd auto brand image of case study, this paper discusses the theory and practical under the domestic cars enterprise brand image remodeling of the process, draw on the needs of the consumers as the basic starting point, pay attention to the local and creative. At the same time, the author also realize local brands in reshaping the existing problems and put forward the domestic cars enterprise brand image, more the extension of the brand strategy, hoped for by domestic cars enterprise brand image of the mold to provide reference, feasibility of the reference is. |
