Sökning: "Hongmi Chen"

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  1. 1. The Positioning Strategy of China Self-owned Car Brands in the Chinese Market

    Master-uppsats, Företagsekonomiska institutionen

    Författare :Hongmi Chen; Ji Zhou; [2013]
    Nyckelord :China self-owned car brands; positioning strategy; target market; brand image;

    Sammanfattning : The purpose of this thesis is to find a proper positioning strategy for China self-owned car brands in the Chinese market. For this purpose, the authors used the theory about brand positioning, target market and segmentation, brand image, differentiation and general positioning process. LÄS MER