怎么看待五菱荣光翼的售货车主打地摊经济？ 第1页

例行谢邀，刚从摊位上回来，微信支付宝叮叮叮个不停。

昨天突然上了热搜，什么售货车，什么股价暴涨，什么后浪摆摊吧，什么“人民需要什么，五菱就造什么”的一股脑全来了，脑袋瓜子嗡嗡的。

甚至还有各类“辟谣”信息层出不穷。还有很多小伙伴在评论和私信问小五。

小五在这里筛选出了几条最重点的QA在这里统一回复大家。

这台“两座鸥翼门中置后驱”的车子到底叫啥？

这台快速针对地摊经济所需要的“移动商铺”车辆，“好开停、好通过、好便捷”的特点，通过快速优化后体车厢结构，迅速推出“地摊经济的正规主力军”——五菱翼开启售货车（简称五菱荣光售货车）。

这台车交五菱荣光售货车，跟五菱荣光是什么关系？

五菱荣光售货车是五菱荣光系列针对不同场景需求演变的产品，除了五菱荣光售货车以外，还有电动物流车——五菱荣光电动车

这款车在哪里可以买得到？

新车将面向全国，在所有五菱4S店都可销售，目前订单量集中在广西、广东、福建、湖南、江西、四川、浙江等地区。

看到关于港股“五菱汽车”股价波动的信息和辟谣信息，上汽通用五菱汽车股份有限公司和五菱汽车工业有限公司是什么关系？双方在该车打造过程中起到什么作用？

上汽通用五菱汽车股份有限公司是由上汽集团、通用汽车（中国）公司、广西汽车集团（原柳州五菱汽车有限责任公司）三方共同组建的大型中中外合资汽车公司。五菱汽车工业有限公司属于广西汽车集团下属子公司，主要业务为汽车发动机、配件及专用汽车生产业务等。该款车型开发基于上汽通用五菱五菱荣光平台，由上汽通用五菱和五菱汽车工业有限公司联合开发生产。

@李梦晨 希望上面的QA可以配合你的回答理清楚

分割线以下是认真的思考，关于本次港股“五菱汽车”股价波动，联想到关于品牌认知和品牌形象的知识，特地去找了找文献。想从侧面分析一下为什么仅仅只是“五菱”两个字由于一款产品的上市就造成了如此的波动

David Aaker (1991) ：Managing Brand Equity：Capitalizing on the value of the brand name.

A brand image (or brand’s intangible assets) in a global market can come from brand popularity and country image, because consumers often rely on inferences in making purchase decisions, and brand popularity and brand’s country-of-origin are two widely used ‘external cues’ for drawing inferences. The brand popularity effect occurs from word-of-mouth, imitation and signaling effects among the pool of prior users; it is also the result of superior image of the brand, which is reflected in marketing variables such as product quality, advertising and price.

在市场当中，品牌形象是无形的资产，它是来自于品牌熟悉度/知名度，而消费者的购买决策会受之影响/引导。品牌熟悉度来自于口碑宣传、相似仿品/竞品（没成功打入市场反而催生了品牌熟悉度的上升）、信号效应（国家政策的市场干预，比如倡导地摊经济）；同时也来自品牌自身的卓越形象，反映在营销变量中，比如产品质量、广告宣传、售价。

Popularity can provide assurance to buyers, particularly when consumers evaluate products the features of which are not easily compared among alternatives (e.g., automobiles). In general, everything else being equal, consumers reduce risk by purchasing popular models rather than unpopular ones. Second, popularity can also provide value to customers by enhancing their interpretation and/or information processing. It can help consumers interpret, process and organize huge quantities of information about products and brands. Third, and more importantly, the perceived quality associated with popularity can be added to the value of the brand, which will positively influence the probability of the brand being chosen among alternative brands. These benefits, such as perceived quality, awareness and positive associations, are considered key elements of brand equity. These benefits of purchasing popular brands can affect consumer purchase directly and immediately in the current period.

知名度可以为购买者提供保证，特别是当消费者在评估产品时，产品的特性很难在其他产品之间进行比较(如汽车)。一般来说，在其他条件相同的情况下，消费者通过购买受欢迎的车型而不是不受欢迎的车型来规避风险。其次，品牌知名度还可以通过增强客户的解读和/或信息处理能力，为客户提供价值。它可以帮助消费者解释、处理和组织大量关于产品和品牌的信息。第三，更重要的是，与知名度相关的感知质量可以增加品牌的价值，这将正向影响该品牌在其他品牌中被选择的概率。这些好处，如感知质量、认知度和积极的联想，被认为是品牌资产的关键要素。这些好处购买流行品牌可以直接和立即影响消费者当下的购买决策。

The effect of brand popularity on market share seems to go beyond the current period and extend to future ones. To be effective, images arising from popularity must become part of a longer process. For example, perceived quality image associated with brand popularity can enhance customer satisfaction with regard to the usage experience. Knowing that a car is the top-selling brand can affect the experience of driving it; the user can actually feel different. It is generally believed that if brand popularity provides such intangible value to customers, then customers tend to “return” value to firms by enhancing their brand loyalty as well as transferring its good image to others through word-of-mouth, which will ultimately influence the sales of the brand in future periods. In case of durable goods (e.g., automobiles), where the risk of choosing a wrong brand is high and therefore popularity clearly provides a signal of quality and satisfaction to buyers in the long run as well as in the short run.

品牌知名度对市场份额的影响似乎超越了当前可见的视野，并延伸到未来阶段。为了有效，品牌形象必须成为长期可持续的成长与发展。例如，与品牌知名度相关的感知质量形象可以提高客户对使用体验的满意度。知道一辆车是最畅销的品牌会影响驾驶体验，用户会有不同的感觉。人们普遍认为,如果品牌知名度提供了这样的无形价值给客户,然后客户倾向于“回归”公司通过提高他们的品牌忠诚度的价值以及通过口碑宣传良好形象实现新的引流转化,最终将影响以后各期的品牌的销售。对于耐用商品(如汽车)来说，选择错误品牌的风险很高，因此品牌知名度清楚地向买家提供了质量和满意度的信号。

American Heritage Dictionary., 1993. Boston: Houghton Mifflin.

brand popularity is formally defined as the extent to which a brand has been widely sought after and purchased by the population at large. Therefore, brand popularity is also considered to be the accumulation of market acceptance and brand good will.

品牌知名度的正式定义：一个品牌被大众广泛追求和购买的程度。它也被认为是市场接受性和品牌商誉的长期积累的结果。