International brand strategies of Chinese companies: the case of BYD
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Дата
2023
Науковий керівник
Укладач
Редактор
Назва журналу
ISSN
E-ISSN
Назва тому
Видавець
Бондаренко М.О.
Анотація
BYD (Chinese brand “Build Your Dream”) has adopted two important strategies in brand positioning: environmental protection and technological innovation. BYD's brand positioning is centered around "leading technology, environmental protection, and energy conservation", targeting the younger consumer group as the main target audience, while highlighting its advantages in electric vehicles. By integrating environmental protection concepts into product development, BYD has created a brand image of "green travel", emphasizing the environmental characteristics of its electric vehicle products [3]. At the same time, BYD also focuses on technological innovation, continuously researching and introducing advanced technology and intelligent functions to meet consumers' demands for high-quality and intelligent products. In addition, BYD also focuses on differentiated positioning of different models, such as positioning its Qin hybrid model as a high-end hybrid energy-saving vehicle.
Опис
Ключові слова
BYD (Chinese brand “Build Your Dream”), Chinese companies, brand strategies
Бібліографічний опис
Дослідження фінансових інституцій та інструментів розвитку держави, територій та суб’єктів господарювання: теоретичні, методологічні та практичні аспекти : зб. матеріалів VIІ Міжнар. наук.-практ. конф. (м. Одеса, 03 листоп. 2023 р.) / ОНУ ім. І. І. Мечникова. – Одеса : Бондаренко М.О., 2023.