从德国三大豪华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