BMW3系豪华汽车中国市场营销策略研究

发布时间：2017-12-31 19:05

本文关键词：BMW3系豪华汽车中国市场营销策略研究　出处：《广西大学》2014年硕士论文　论文类型：学位论文

【摘要】：目前,随着全球汽车市场竞争日益激烈,汽车销售行业尤其是整车销售的利润受到极大的冲击,许多欧美发达国家的整车销售已经出现负利润的情况,而如中国这样的发展中汽车市场,整车销售也正进入薄利时代。整车销售领域是汽车产业价值链当中能产生最大利润的环节,其好坏关系着其他环节的正常运作。作为世界知名的豪华车品牌,宝马汽车在进入中国市场的二十年里,宝马汽车的营销之路并非一帆风顺,然而经过不懈的探索和努力,宝马汽车通过调整市场战略、提高外部环境的适应能力、增强市场的主动权、提高市场的销售量等一系列举措,最终成为中国市场受欢迎的豪华汽车品牌之一。宝马汽车在中国取得的成绩有目共睹,对宝马汽车营销策略的分析和研究,将能更深入地了解其成功的原因,对宝马汽车未来的销售战略的制定提供帮助,也为对于未来期待进入中国市场的跨国豪华汽车品牌和欲走国际化高端产品战略的中国汽车品牌给予借鉴的作用,具有不可小觑的意义。本文以BMW3系作为具体案例,通过对BMW3系进入中国市场后所采用的营销策略的分析和研究,详细了解宝马集团为BMW3系中国市场营销所做的努力,并分析其中的优劣之处,同时,以中国市场的特点和外部竞争环境作为依据,提出新的营销方案,为BMW公司在中国市场的发展制定合理的营销策略提供帮助和建议。
[Abstract]:At present, as the global auto market competition is becoming increasingly fierce, the car sales industry especially the vehicle sales profit has a great impact, many developed countries in Europe and America vehicle sales have negative profit situation, and as such Chinese in the development of automobile market, car sales are entered into the small age. Vehicle sales area is the automotive industry value chain can produce the greatest profit link, the quality of the relationship with the normal operation of other aspects. As the world famous luxury car brand, BMW automobile in China market twenty years, BMW automobile marketing of the road is not yet over Everything is going smoothly., unremitting exploration and hard work, BMW motor by adjusting the marketing strategy, improve the external environment the ability to adapt and enhance the initiative of the market, a series of initiatives to improve the market sales, eventually become Chinese market popular luxury car One of the cars in the car brand. BMW China achieved obvious to people, analysis and Research on the marketing strategy of BMW automobile, will be able to better understand the reasons for its success, to help develop BMW automobile sales strategy for the future, to give reference for multinational luxury car brand to enter the Chinese market in the future and to make the international high-end product strategy China car brand, has underestimated the significance.
In this paper, BMW3 as a specific case analysis and Research on the marketing strategy of the BMW3 system into the China market after the detailed understanding of the BMW group, as BMW3 China marketing efforts, and analyzes the advantages and disadvantages, which at the same time, the characteristics and the external competitive environment Chinese market as the basis, put forward the marketing the new scheme, to provide help and advice for BMW company in Chinese market development to develop a reasonable marketing strategy.

【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F416.471;F274

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