经济贸易系市场营销论文奔驰营销策略分析.doc

经济贸易系
毕业设计(论文)
题目:
奔驰营销策略分析
学生姓名:
许辉
学号:
2011716253
班级:
营销1121
指导教师:
李冬梅
2013 年 1 月 13 日

【摘要】:
伴随着改革开放的不断深化和中国加入世界贸易组织的新机遇,我国这些年的经济总量一直在高速度地增长,居民的可支配收入也越来越多,中国汽车的产销量有望进一步地加大,汽车行业的竞争也越来越激烈,奔驰作为豪华车的领军品牌,应抓住机遇,迎接挑战,调整过时的营销策略,进一步地挖掘消费者市场。
本文根据消费者行为学等理论知识,4P和4C理论、品牌营销理论,认真细致的对梅赛德斯—奔驰在中国的各种营销策略进行分析,并结合目前我国汽车市场发展的状况,总结出梅赛德斯-奔驰在中国的成功除了依靠其稳定优异的汽车性能外,还得益于其在我国的各种营销促进策略,通过在公益活动、募捐、环境保护、名人宣传等方面的品牌营销,在逐步提升品牌形象的同时也使得梅赛德斯-奔驰越来越多的受到中国消费者的欢迎我认为豪华汽车的营销方式应迎合当地消费者的需求,并得出车企只有在利用产品为消费者创造附加价值的同时才能使品牌本身价值得以体现,以获得长远稳定的利润收益。笔者希望以此文为跨国车企和中国自主汽车企业营销管理工作提供一定的参考和借鉴。
【关键词】:品牌;消费群体;品牌定位; 产品策略;
【Abstract】:
Along with the deepening of reform and opening up China's accession to WTO and the new opportunities, the total amount of China's economy has been in recent years at high speed growth in disposable e of residents, more and more, China's auto production and sales are expected to further increase, as the luxury car leader Mercedes-Benz brand, should seize the opportunity to adjust the outdated marketing strategies to further tap the consumer market.
I learned theoretical knowledge based on consumer behavior, and 4C theory, Brand marketing theory, Careful of Mercedes - Benz various marketing strategies in China are analyzed, bined with the current status of the development of China's auto market, summed Mercedes - Benz in China, in addition to relying on the ess of its excellent stability performance of the car , but also thanks to its various marketing strategies to promote the country through in terms of public service activities, fundraising, environmental protection, promotion and other celebrity brand marketing, gradually enhance the brand image but also makes the Mercedes - Benz Vietnam An increasing number of consumers ed by the Chinese author believes marketing luxury cars should cater to the needs of local consumers and draw car prices only in the use of products to create added value for consumers while to be reflected in the value of the brand itself in order