奇瑞汽车品牌形象提升策略研究∗

摘要

In recent years, China's auto market and the automobile industry has been developing rapidly. Howev-er, after the rapid growth, the independent domestic brand automobile is experiencing an obvious serious de-cline, and Chery is a typical case. In this paper, some of the improvement and promotion strategies are put for-ward from the point of the Chery automobile’ s brand image .%近些年，我国汽车市场及汽车工业得到了快速发展，但我国自主品牌汽车在经过快速增长以后，明显有严重下滑趋势，奇瑞汽车就是一个典型。从品牌形象角度出发，以奇瑞汽车品牌形象现状入手，分析奇瑞汽车在品牌形象方面存在的问题，提出一些改进和提升的策略。