摘要
凌志汽车在美国市场上针对青年消费心理进行一系列品牌推广,使这个原本为中年消费群所认可的品牌成功走入青年消费群。文章从青年消费心理出发,分析凌志在北美市场上品牌推广的成功,得出在消费时代消费主体在品牌推广中占核心地位,企业必须针对目标消费群进行消费模式研究,以此为国内企业品牌推广提供借鉴。
The brand spread of car of Lexus in American market made this brand, which is only recognized by middle age in the part, step into the youth consumption. This article will analyse the success of Lexus brand spread in American market from the angle of youth consumption psychology, and find out the importance of main body of consumption at this consumption age, and enterprise must research the consumption mode of consumption object. The aim of this research is to provide referencet for brand spread of native enterprise.
出处
《郑州航空工业管理学院学报（社会科学版）》
2005年第4期106-107,116,共3页
Journal of Zhengzhou University of Aeronautics(Social Science Edition)
关键词
消费主体
品牌推广
青年消费心理
main body of consumption
brand spread
young′s consumption psychology
