在轿车的品牌推广过程中,传播语基本上都传达着轿车品牌的价值理念和市场定位,虽然广告常变常新,但传播语却基本不变。在中国轿车市场上,那些国际知名轿车品牌虽然已经拥有很高的国际知名度,例如通用、福特、丰田,但这些品牌进入中国市场后仍然需要进行重新定位和品牌经营, In the car brand promotion process, the language of communication basically convey the value concept of car brands and market positioning, although the advertising is often new, but the language is basically the same. In China’s car market, those internationally renowned car brands already have a high international reputation, such as GM, Ford, Toyota, but these brands still need to re-locate and brand management after entering the Chinese market,