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汽车营销的品牌形象和客户忠诚度-Brand image and customer loyalty in car Marketing

1.1 Research background 研究背景
In the recent twenty years, especially since the beginning of this century, the profound changes have occurred in the environment of world's economy. Various kinds of economic organizations, especially the World Trade Organization, have kept the world closely. International marketing have emerged by some external conditions step by step, such as industry and market, customer and globalization, the competition. In this way, brand marketing has got the profound influence.

在最近二十年中，特别是自本世纪初，世界经济环境发生了深刻的变化。各类经济组织，特别是世界贸易组织使世界密切联系起来。国际市场已经逐步出现了一些外部条件，如行业和市场，客户和全球化的竞争。通过这种方式，品牌营销已经得到了深刻的影响。

The measurement of the customer loyalty becomes a critical topic to the enterprises. There are three questions may arise around this topic: l What is the importance of a company's brand image? l Does the loyalty scheme indeed change the customer behaviour? l What the roles of customer’s loyalty played in car marketing? 客户忠诚度的测量成为一个企业的关键话题。有三个问题可能会围绕这个话题出现：
一个公司的品牌形象的重要性是什么？
忠诚计划是否确实改变客户的行为？
客户忠诚度在汽车营销中扮演着什么样的角色？

First issue: What is the importance of a company's brand image? Brand, as of the new international language, enters into the world and steps outside the ethnic culture barriers, attracts global consumption. Good brand image is the powerful weapon in the market competition and attracts consumers. Brand is the names or symbol which used to differ from each other (such as, logo, registered trademark, and packaging). It aims to identify commodities or services of a vendor or a group of seller and distinguish with other competitors (Aaker, 1990). Today, there are many factors for successful enterprises. But the most critical is Brand. Because of the Brand, the World Bank was willing to provide loans to Coca-Cola when this company got nothing over one night (Mann, 2008). Second issue: Does the loyalty scheme indeed change the customer behavior? The enterprise marketing personnel enlightened suddenly: enterprise's main profits is only in a part of consumers (Carlo Borzaga, Jacques Defourny, 2001). If a firm grasp on the part of the consumers, it has extraordinary significance to the enterprise's growth and marketing strategy( Steven W. Selin a; Dennis R. Howard b; Edward Udd c;Ted T. Cable d, 1988). And loyalty is not inborn. It must needs to win. Therefore, making customer loyalty in systematical and in plan has become one of the marketing strategies (Robert R. B. & Jane S. M, 1976). Loyalty scheme has linked with marketing strategy and brand management. Some companies will combine loyal scheme with marketing strategy and logistics management. Enterprises can use to reduce adverse market stock and improve the product and service (Rienzner & Federico, 2003). Many scholars directly point out that loyal customers will be the main source of enterprise competitive superiority (Janis Dietz, 2002). Therefore, maintaining the customer loyalty is an important task for business operators.
l Third issue: What the roles of customers loyalty played in car marketing? There are many brands of the auto market.If people have more options, the phenomenon of customers’ diversion also can be very obvious. Maintaining the leading technology and productivity has become more and more difficult. Car marketing