Autonomous driving paper index
A Study on the Construction Mechanism of Brand Image for New Technology Products: A Case Study of New Energy Vehicles
One-line summary
Despite entering the market, many new technology products still suffer from an insufficiently established brand image, making the construction of a strong brand image a critical issue.
Engineering notes
Key topics: autonomous driving, tesla. See the paper for implementation details and experimental results.
Chinese explanation / 中文解读
中文解读待补充：本站会优先为端到端自动驾驶、BEV感知、3D目标检测、轨迹预测、路径规划、LiDAR感知等高价值论文补充中文说明。
Original abstract
Despite entering the market, many new technology products still suffer from an insufficiently established brand image, making the construction of a strong brand image a critical issue. This study takes four major new energy vehicle enterprises—Tesla, Xiaomi, NIO, and BYD—as research cases, and adopts a multi-case analysis approach to examine the construction mechanism of brand image for new technology products. The findings indicate that different brands adopt differentiated strategies to construct their brand image. The process of brand image formation can be divided into four stages: brand image design, brand image communication, brand image reception, and feedback, with each brand producing distinct outcomes. The significance of this study lies in providing references for brand image construction in emerging technology industries. By comparing different new energy vehicle brands, it further responds to the application of brand image theory in the marketing practice of new technology products.
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