从德国三大豪华汽车品牌看品牌定位问题.docVIP

从德国三大豪华汽车品牌看品牌定位问题 浙江嘉兴学院 董 磊 摘 要 随着市场的发展，在产品同质化日益严重的今天，以产品为中心的营销正在向以品牌为中心的营销转变。在强调市场细分和产品的定位的现代市场，品牌成为区分目标市场和用户定位的唯一有效途径。Abstract With the development of the market. The traditional product-centric marketing is changing to brand-centric marketing today. While emphasizing market segmentation and product positioning of the modern market is popular, the brand become the only effective way to differentiate the target market and customer. Luxury car market is small part of the huge market for passenger cars. Though just as a segment of the market, but in such a small market, there are a large number of well-known brands, particularly the Troika Automobile of Germanys industury: Mercedes-Benz, BMW and Audi. How did they live peacefully in such a narrow market through competition. Market segmentation and positioning in order to achieve differences in operation is the key words which is worth for every company that desire to carry out a different operations in business. This paper describes the status of the Chinese luxury car market, then by analyzing the three major Germany luxury car brands positioning and marketing positioning, We obtained the marketing principles of three luxury brand positioning. Through the analysis of the three luxury brand positioning, we have the secret of three major luxury brands in differentiation their by positioning. This article suggests from market segmentation to target market and then to promote the brand image of the brand for those who desire to achieve differentiation through brand positioning. The marketing support theory will help chinese enterprises to achieve differentiation of benign competition through the brands positioning . Key Words：目 录 一、引言 1 二、中国豪华车市场的现状 2 三、三大豪华汽车品牌的定位分析 4 （一）三大豪华汽车品牌的定位 4 1、梅赛德斯-奔驰 4 2、宝马 5 3、奥迪 5 （二）三大豪华汽车品牌定位的营销活动 6 1、新车发布会 6 2、赞助体育赛事 8 3、广告宣传 10 4、支持文化事业 11 （三）三大豪华汽车品牌进行定位的营销原理 12 1、细分市场 12 2、选择目标市场 13 3、品牌形象宣传 14 四、对企业品牌定位的启示 14 （一）有效地进行市场细分 14 （二）准确地选择目标市场 15 （三）精确地进行品牌形象宣传 16 五、结语 17 参考文献