奔驰汽车中国市场营销策略分析（可编辑）.docxVIP

摘要随着国民经济水平和消费能力的不断提高，我国汽车消费市场潜力巨大。再加上政府对私人购车鼓励政策的刺激，私家车中尤其是客车、小型车、微型车购车比例竹节高升，汽车销售市场发展形势喜人。扶持了一大批国内自主品牌汽车企业的发展壮大，汽车普及率有很大的提升。奔驰公司作为世界上最成功的高档汽车品牌之一，凭借完美的技术水平,过硬的质量标准,成为汽车界的佼佼者。但是因其进入中国市场较晚，速度较慢，在华销售并不理想，与宝马、奥迪相比较市场占有率依然较低。奔驰公司要想超越宝马成为销量第一的品牌，占据中国市场的主导地位，还需要重新审视其在华营销策略，寻求突围之路。本论文以奔驰公司为研究对象。在分析我国国内汽车行业的大背景下，通过市场营销环境分析奔驰公司在华销售的优势和劣势，存在的挑战和机遇，并对奔驰公司在中国市场的营销策略提出要严把质量关，扩充产品结构、稳定产品和价格、较少内耗并进行渠道整合、提高售后服务质量及公关能力等一系列的建议。关键词：奔驰营销策略中国市场ABSTRACTWith the development of the national economy and the ability of consumption, Chinasauto market has great potential. Coupled with the government the policy to encouragetheprivatecar,privatecarsespeciallybuses,smallcars,minicar buying vehicle proportionbamboodeveloping,autosalesmarketdevelopmentsituationgratifying.Support a largenumber of domestic independent brand automobile enterprises development and growth,theautomobilepopularizationratehastheverybigpromotion.Mercedes Benz as one of theworldsmostsuccessfulhigh-endcarbrand,withtheperfectlevelof technology, excellentquality standards, become the leader in the automotive industry. But because of its late intotheChinesemarket,slowerpaceofsalesinChinaisnotideal, and BMW, Audi is stillrelatively low market share. Mercedes Benz to overtake BMW as the sales of the first brand,occupy the dominant position in the Chinese market, but also need to re-examine itsmarketing strategy in China, seeking to break the road. This paper takes the Mercedes Benzcar as the research object. In the analysis of Chinas domestic automobile industrybackground,through the marketing environment analysis of the advantages and disadvantages of Mercedes Benz cars in China, there are challenges and opportunities, And Mercedes Benz in theChinese market marketing strategy proposed to strictly control the quality, expansion ofproductstructure,stableproductandprice,lessinternalfrictionandintegratedmarketingchannels, improve after-sales service quality and capacity of public relations and a seriesofrecommend