【作者】 张艺；

【导师】 景庆虹；

【作者基本信息】 北京林业大学 ， 科学技术哲学， 2008， 硕士

【摘要】 2008年股市的大跌,是经济运行速度缓慢的第一征兆,这预示着国家调整了货币政策,将态度从稳健转为从紧。轿车企业是高度依赖资金的,那么在2008年将很可能遭遇到的问题就是现金流不足,中国汽车品牌的运行面临着较大压力。中国汽车品牌正在寻求突破的时候,海外企业以及合资公司纷纷调整了产品战略,中外汽车之间产生全面的正面碰撞。如何让在低速增长的市场中保持合理的销量和份额将是中国品牌面临严峻的考验。本文通过日系汽车举办大型品牌活动案例的分析,引发对公共关系塑造中国汽车品牌的思考,从具体细节上用公关关系手段来帮助中国汽车品牌在市场竞争激烈的今天,获得更大的市场占有率。更多还原

【Abstract】 2008 stock market crash and the slow pace of economic operation is the first sign that portends a national adjustment of monetary policy, from the robust attitude to be tight. Car companies are highly dependent on the funds, then in 2008 would likely face the problem is insufficient cash flow, the operation of Chinese brands face greater pressure. Chinese brands are seeking a breakthrough when the overseas enterprises and joint-venture companies have adjusted the product strategy, between Chinese and foreign car full of positive impact. How to slow growth in the market in sales and maintain a reasonable share of Chinese brands will be a severe test. Based on the Department of organizing large-scale automobile brand activities of the case, triggered the public relations shaping Chinese brands thinking, from the specific details on the relationship between public relations tool used to help Chinese car brands in today’s highly competitive market, greater market share .更多还原