商务英语毕业设计
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年龄段：30-55岁之间的青年男性顾客群和55岁以上的终老年性顾客群，家庭负担小，有住 宅，身边没有子女，户主仍在工作。 02 Age group: young male customers between 30 and 55 years old and elderly customers over 55 years old, family burden is small, have a house, no children around, the head of the household is still working.
品牌定位
Brand Positioning
1、花冠盾形取自安东尼（德）凯迪拉克的族
徽，是典型的贵族标志，既表现了底特律城创
始人的勇气和荣誉，同时也象征着其在汽车行
业中的领导地位。
1、The corolla shield is taken from the family
emblem of Anthony (Germany) Cadillac,
pearls on the crown symbolize the royal
aristocratic bloodline. The shield is a symbol
of Cadillac's military prowess.
04
4、凯迪拉克品牌象征着凯迪拉克家族的金戈铁 马，骁勇善战。豪华又不失贵族价值品性，这 是都是最初的品牌形象。 4、Cadillac brand symbolizes the Cadillac family gold, valiant and good at war. Luxury and do not lose the noble value of character, this is the original brand image.
1. 创造品牌的核心价值 成功的品牌定位可以体现品牌的 独特性、差异化优势，是品牌的 核心价值所在
1. Create the brand's core values. Successful brand positioning can reflect the uniqueness and differentiation advantage of the brand, which is the core value of the brand
简介
Brief Introduction
长期以来，美国汽车市场被三大汽车公司所垄断，其 中凯迪拉克则是“世界标准”，具有引领世界豪华车潮 流地位。80年代，市场份额下降，凯迪拉克面临腹背 受敌的困境，主要问题就是：产品是否定位在合适的 市场上？产品形象是否符合购买者追求的口味？广告 推广是否达到一定的需求？
The importance of brand and positioning
“What Makes us Different
？”
核心价值 Core value
消费者关系
Consumer relations
企业
Enterprise
品牌与定位的重要性
The importance of brand and positioning
04 面向客户 Customer-Oriented
面向客户
Customer-Oriented
总：政界、商界、上流社会人士和追求卓越品牌价值的需求的群体。 01 People in politics, business, high society and the pursuit of superior brand value needs
For a long time, the American automobile market has been monopolized by the three major automobile companies, among which Cadillac is the "world standard" and has the status of leading the world's luxury car trend. In the 1980s, Cadillac faced a dilemma as its market share declined. The main question was: Was the product positioned in the right market? Is the product image in line with the taste of purchasers? Does the advertising reach a certain demand?
which is a typical symbol of aristocracy. It
01
not only shows the courage and honor of the
founder of the city of Detroit, but also
symbolizes its leadership in the automobile
品牌定位的作用
The role of brand positioning
1、有助于消费者辨别产品的来源， 保护消费者权益 1、Help consumers to identify the source of products, protect the rights and interests of consumers
03 凯迪拉克简介及品牌定位
Cadillac Introduction and Brand Positioning
04 面向客户
Customer-Oriented
05 相关建议及总结
Suggestions and Summary
01 引言 Introduction
✓品牌案例 Brand case
品牌案例
2、有利于消费者形成品牌偏好 有利于产品的销售和市场的占领 2、For consumer to form brand preference for product sales and market occupation
3、有利于稳定产品的价格，减少价格 弹性，增强对动态市场的适应性，减 少未来的经营风险 3、It is beneficial to stabilize the price of the product, reduce the price elasticity, enhance the adaptability to the dynamic market, and reduce the future business risk
对豪华车的需求是较注重传统、对舒适性有特殊要求、对安全性格外的重视 The demand for luxury cars pays more attention to tradition, special 03 requirements for comfort and extra attention to safety.
4、塑造有助于新产品的开发，节 约新产品的投入成本 4、Mold is helpful to the development of new products, saving the investment cost of new products
03凯迪拉克简介及品牌定位 Cadillac Introduction and Brand Positioning ✓简介 Introduction ✓定位 Positioning
2. 与消费者关系 消费者感受到品牌的优势和特征，并且 被品牌的独特性所吸引，与消费者建立 长期稳定的关系成为可能。
2. Relationship with consumers Consumers feel the advantages and characteristics of the brand, and are attracted by the uniqueness of the brand, and it is possible to establish a long-term and stable relationship with consumers.
3、商标图形主要由冠和盾组成。冠象征着凯迪
拉克家族的纹章，冠上7颗珍珠喻示皇家的贵族
血统。盾象征着凯迪拉克军队的英勇善战。
3、The logo pattern is mainly composed of
crown and shield. The crown symbolizes
02
Cadillac family's coat of arms, and the seven
“凯迪拉克” 品牌定位提案
"Cadillac" Brand Positioning Proposal
学院：外国语学院 专业：商务英语 品牌经理：张梦格 指导老师：燕董娇
目 录
CONTENTS
01 引言
Introduction
02 品牌与定位的重要性
The Importance of Brand and Positioning
industry.
03
2、选用“凯迪拉克”之名是为了向法国的 皇家贵族、探险家、美国底特律城的创始 人安东尼·门斯·凯迪拉克表示敬意。 2、The name "Cadillac" was chosen in honor of Anthony Mense Cadillac, French
aristocrat, explorer and founder of Detroit.
Brand case
品牌案例
Brand case
品牌案例
Brand case
02 品牌与定位的重要性 The Importance of Brand and Positioning
✓Core value 核心价值
✓Consumer relations 消费者关系
✓Enterprise 企业
品牌与定位的重要性
有很强旅游、独家、奢侈品等方面需求，有较强的购买欲望和购买力群 Strong demand for travel, exclusivityurchase 04 desire and purchasing power
简介
Brief Introduction
凯迪拉克（香港译作“佳得利”）是美国通 用汽车集团旗下一款豪华汽车品牌，1902年 （壬寅年）诞生于被誉为美国汽车之城的底 特律。
Cadillac (Hong Kong translated as "Gatori") is a luxury automobile brand owned by General Motors Group of the United States. It was born in 1902 (the year of Renyin) in Detroit, known as the Motor City of the United States.
品牌与定位的重要性
The importance of brand and positioning
3. 为企业指引方向 品牌定位准确可以使企业实现其资源的聚合，产品开发从此必 须实践该品牌向消费者所作出的承诺，各种短期的营销计划不 能够偏离品牌定位的指向，要根据品牌来塑造自身。
3. Give direction to the enterprise Accurate brand positioning can enable enterprises to realize the aggregation of their resources, product development from now on must practice the promise made by the brand to consumers, a variety of short-term marketing plans can not deviate from the direction of brand positioning, to build themselves according to the brand.
品牌定位
Brand Positioning
1、花冠盾形取自安东尼（德）凯迪拉克的族
徽，是典型的贵族标志，既表现了底特律城创
始人的勇气和荣誉，同时也象征着其在汽车行
业中的领导地位。
1、The corolla shield is taken from the family
emblem of Anthony (Germany) Cadillac,
pearls on the crown symbolize the royal
aristocratic bloodline. The shield is a symbol
of Cadillac's military prowess.
04
4、凯迪拉克品牌象征着凯迪拉克家族的金戈铁 马，骁勇善战。豪华又不失贵族价值品性，这 是都是最初的品牌形象。 4、Cadillac brand symbolizes the Cadillac family gold, valiant and good at war. Luxury and do not lose the noble value of character, this is the original brand image.
1. 创造品牌的核心价值 成功的品牌定位可以体现品牌的 独特性、差异化优势，是品牌的 核心价值所在
1. Create the brand's core values. Successful brand positioning can reflect the uniqueness and differentiation advantage of the brand, which is the core value of the brand
简介
Brief Introduction
长期以来，美国汽车市场被三大汽车公司所垄断，其 中凯迪拉克则是“世界标准”，具有引领世界豪华车潮 流地位。80年代，市场份额下降，凯迪拉克面临腹背 受敌的困境，主要问题就是：产品是否定位在合适的 市场上？产品形象是否符合购买者追求的口味？广告 推广是否达到一定的需求？
The importance of brand and positioning
“What Makes us Different
？”
核心价值 Core value
消费者关系
Consumer relations
企业
Enterprise
品牌与定位的重要性
The importance of brand and positioning
04 面向客户 Customer-Oriented
面向客户
Customer-Oriented
总：政界、商界、上流社会人士和追求卓越品牌价值的需求的群体。 01 People in politics, business, high society and the pursuit of superior brand value needs
For a long time, the American automobile market has been monopolized by the three major automobile companies, among which Cadillac is the "world standard" and has the status of leading the world's luxury car trend. In the 1980s, Cadillac faced a dilemma as its market share declined. The main question was: Was the product positioned in the right market? Is the product image in line with the taste of purchasers? Does the advertising reach a certain demand?
which is a typical symbol of aristocracy. It
01
not only shows the courage and honor of the
founder of the city of Detroit, but also
symbolizes its leadership in the automobile
品牌定位的作用
The role of brand positioning
1、有助于消费者辨别产品的来源， 保护消费者权益 1、Help consumers to identify the source of products, protect the rights and interests of consumers
03 凯迪拉克简介及品牌定位
Cadillac Introduction and Brand Positioning
04 面向客户
Customer-Oriented
05 相关建议及总结
Suggestions and Summary
01 引言 Introduction
✓品牌案例 Brand case
品牌案例
2、有利于消费者形成品牌偏好 有利于产品的销售和市场的占领 2、For consumer to form brand preference for product sales and market occupation
3、有利于稳定产品的价格，减少价格 弹性，增强对动态市场的适应性，减 少未来的经营风险 3、It is beneficial to stabilize the price of the product, reduce the price elasticity, enhance the adaptability to the dynamic market, and reduce the future business risk
对豪华车的需求是较注重传统、对舒适性有特殊要求、对安全性格外的重视 The demand for luxury cars pays more attention to tradition, special 03 requirements for comfort and extra attention to safety.
4、塑造有助于新产品的开发，节 约新产品的投入成本 4、Mold is helpful to the development of new products, saving the investment cost of new products
03凯迪拉克简介及品牌定位 Cadillac Introduction and Brand Positioning ✓简介 Introduction ✓定位 Positioning
2. 与消费者关系 消费者感受到品牌的优势和特征，并且 被品牌的独特性所吸引，与消费者建立 长期稳定的关系成为可能。
2. Relationship with consumers Consumers feel the advantages and characteristics of the brand, and are attracted by the uniqueness of the brand, and it is possible to establish a long-term and stable relationship with consumers.
3、商标图形主要由冠和盾组成。冠象征着凯迪
拉克家族的纹章，冠上7颗珍珠喻示皇家的贵族
血统。盾象征着凯迪拉克军队的英勇善战。
3、The logo pattern is mainly composed of
crown and shield. The crown symbolizes
02
Cadillac family's coat of arms, and the seven
“凯迪拉克” 品牌定位提案
"Cadillac" Brand Positioning Proposal
学院：外国语学院 专业：商务英语 品牌经理：张梦格 指导老师：燕董娇
目 录
CONTENTS
01 引言
Introduction
02 品牌与定位的重要性
The Importance of Brand and Positioning
industry.
03
2、选用“凯迪拉克”之名是为了向法国的 皇家贵族、探险家、美国底特律城的创始 人安东尼·门斯·凯迪拉克表示敬意。 2、The name "Cadillac" was chosen in honor of Anthony Mense Cadillac, French
aristocrat, explorer and founder of Detroit.
Brand case
品牌案例
Brand case
品牌案例
Brand case
02 品牌与定位的重要性 The Importance of Brand and Positioning
✓Core value 核心价值
✓Consumer relations 消费者关系
✓Enterprise 企业
品牌与定位的重要性
有很强旅游、独家、奢侈品等方面需求，有较强的购买欲望和购买力群 Strong demand for travel, exclusivityurchase 04 desire and purchasing power
简介
Brief Introduction
凯迪拉克（香港译作“佳得利”）是美国通 用汽车集团旗下一款豪华汽车品牌，1902年 （壬寅年）诞生于被誉为美国汽车之城的底 特律。
Cadillac (Hong Kong translated as "Gatori") is a luxury automobile brand owned by General Motors Group of the United States. It was born in 1902 (the year of Renyin) in Detroit, known as the Motor City of the United States.
品牌与定位的重要性
The importance of brand and positioning
3. 为企业指引方向 品牌定位准确可以使企业实现其资源的聚合，产品开发从此必 须实践该品牌向消费者所作出的承诺，各种短期的营销计划不 能够偏离品牌定位的指向，要根据品牌来塑造自身。
3. Give direction to the enterprise Accurate brand positioning can enable enterprises to realize the aggregation of their resources, product development from now on must practice the promise made by the brand to consumers, a variety of short-term marketing plans can not deviate from the direction of brand positioning, to build themselves according to the brand.