战略博弈的胜利奥迪击败宝马（The triumph of strategic game Audi beats BMW）.docVIP

战略博弈的胜利奥迪击败宝马（The triumph of strategic game Audi beats BMW） Mercedes Benz, BMW, Audi is Europes three largest luxury car, which is an indisputable fact. In most of the worlds markets, BMWs sales are more than Audi, but in the current Chinese market, Audi beat BMW is also an indisputable fact. According to incomplete statistics, the domestic Audi A6 sedan sold more than more than 60 thousand vehicles in China in 2004, while the domestic BMW sedan sold only more than 10 thousand. The BMW brand, Audi is still the weak brand in the market Chinese beat BMW, one of the most critical factor is the Audi and BMW automobile brand strategy to win in the game, and Audi in the brand strategy game victory and is taken by the success of the price in the use of appropriate strategies . First, the market competition of luxury automobiles is actually the game of brand value Luxury car market competition is actually the game of brand value. Mercedes Benz, BMW, Audi, three luxury cars in Asia brand positioning, the general situation is: Mercedes Benz is located in luxury, distinguished. Target consumers are exceedingly wealthy men and mature career success, brand image with sedate, honorable highlights. BMW is located in luxury, power, surging. The target consumer is exceedingly wealthy men but more is, cutting-edge, fashion, young, rich and powerful people. Audi is located in luxury, comfort and stability. Target consumers are relatively reserved successful people. Each one has its own merits, technology content of Mercedes Benz and BMW Audi three luxury cars, but from the technical differences, real vehicle quality, comfort, safety, driving operation of view, no much difference between three cars. When the product hardware is not big difference, the market Jianghu position dispute can only be divided by the strategic game of the brand. Therefore, the market competition of luxury cars is actually the competition of brand value. Two, luxury car brand value competition way of expression