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日经贸系毕业设计(论文) 1 【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; 经贸系毕业设计(论文) 2 【Abstract 】: Along with the deepening ofreform and opening upChina's accession toWTO and the new opportunities, the total amount ofChina's economy has been inrecent years athigh speed growth indisposable e ofresidents, more and more, China's auto production and sales are expected tofurther increase, asthe luxury car leader Mercedes-Benz brand, should seize the opportunity toadjust the outdated marketing strategies tofurther tap the consumer market. Ilearned theoretical knowledge based onconsumer behavior, and 4Ctheory, Brand marketing theory, Careful ofMercedes -Benz various marketing strategies inChina are analyzed, bined with the current status ofthe development ofChina's auto market, summed Mercedes -Benz inChina, inaddition torelying onthe ess ofits excellent stability performance ofthe car ,but also thanks toits various marketing strategies topromote the country through interms ofpublic service activities, fundraising, environmental protection, promotion and other celebrity brand marketing, gradually enhance the brand image but also makes the Mercedes -Benz Vietnam Anincreasing number ofconsumers ed bythe Chinese author believes marketing luxury cars should cater tothe needs oflocal consumers and draw car prices only inthe use of products tocreate added value for consumers while tobereflected inthe value ofthe brand itself inorder toobtain long-term stable profit gains. Ihope
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