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本文从沃尔沃品牌性格、公关营销和新媒体营销三个方面对2010年吉利收购后的沃尔沃汽车品牌传播进行研究分析,重点阐述了沃尔沃汽车以树立自己的品牌性格为优先,通过一系列品牌传播向消费者传达“进取文化”的品牌性格并赢得市场好感的传播效果及未来发展挑战,对沃尔沃汽车公关营销中的传播和落地推广进行了分析和肯定,对沃尔沃汽车新媒体营销中勇于尝试新鲜营销取得的优异成绩及代言人选择的失败案例进行了分析和总结,由此总结得出在未来的中国市场,沃尔沃汽车品牌传播发展的方向和需要解决的重点问题。
This article from the Volvo brand personality, PR marketing and new media marketing in 2010 after the acquisition of Geely Volvo car brand research and analysis, focusing on the Volvo car to establish their own brand personality as a priority, through a series of brand communication to Consumers convey the brand character of “aggressive culture” and win the spread of the favorable market and challenges in the future. The analysis and affirmation of the dissemination and promotion of Volvo’s automotive public relations marketing are made. The brave attempt of Volvo’s new media marketing The outstanding achievements of fresh marketing and the unsuccessful cases of the spokesman’s choice were analyzed and summarized, which concluded that in the future the Chinese market, Volvo car brand development direction and the need to address the key issues.