【正文】 II Abstract Brand as a symbol of a product different from other petitors in the product, it is a kind of intangible assets of enterprises in longterm in the operation of the market, reflected on the consumers is the cognition of products and a series of products, it is the quality and credibility of the guarantee, reduces the consumer39。s standard of living increased, the car as modities have gradually entered the homes of ordinary people, how to through strategic brand management for the automobile to improve vehicle reputation and market share is the key for auto sales, this paper carries out research, with the vehicle as the research object, analyses its brand strategic promotion impact on sales, and gives their professional knowledge related suggestions. Keywords: strategic brand management brand strategy promotion III 目 錄 摘 要 ........................................................................................................................................ I Abstract ................................................................................................................................... II 一、緒論 ................................................................................................................................... 5 （一）研究背景 ................................................................................................................ 5 （二）研究意義 ................................................................................................................ 5 二、品牌塑造理論概述 ............................................................................................................. 7 （一）品牌塑造涵義 ......................................................................................................... 7 （二）品牌塑造作用 ......................................................................................................... 7 三、品牌塑造在企業(yè)的應(yīng)用分析 —— 以上汽榮威為例 .............................................................. 9 （一）汽車企業(yè)品牌塑造概述 .......................................................................................... 9 （二）品牌塑造在榮威的應(yīng)用 .......................................................................................... 9 四、企業(yè)品牌塑造的不足 —— 以上汽榮威為例 .................................................................11 （一）品牌定位不夠清晰準(zhǔn)確 .........................................................................................11 （二）產(chǎn)品品質(zhì)有待提高 .................................................................................................11 （三）品牌戰(zhàn)略與企業(yè)實力脫鉤 ..................................................................................... 12 （四）品牌資產(chǎn)屬性沒能得到充分體現(xiàn) .......................................................................... 12 （五） 產(chǎn)品 與品牌 定位 有所 偏差 ..................................................................................... 13 五、企業(yè)品牌塑造的建議 —— 以上汽榮威為例 ................................