奔驰汽车中国市场品牌联合策略-工商管理专业论文.docxVIP

万方数据 CO-BRANDING STRTEGY FOR MERCEDES-BENZ IN CHINA MARKET ABSTRACT It is imperative for Mercedes-Benz needs to extend its brand value in order to keep up with the emerging trend of diversified customer segments and personalization. Co-branding, which is a focus of recent marketing study, has been proven successful to serve the mentioned purpose in FMCG industry. This article strives to identify a set of feasible co-branding strategies for Mercedes-Benz to capture the huge opportunities in China, based on customer behavior analysis, co-branding theory best practise, together with the overall business strategy of Mercedes-Benz in China. KEY WORDS: co-branding, automotive marketing, customer behavior analysis  目录  HYPERLINK \l _bookmark0 目录 ............................................................................ 6  HYPERLINK \l _bookmark1 前言 ............................................................................ 1  HYPERLINK \l _bookmark2 第一章 品牌联合的定义、分类和效应............................................... 3  HYPERLINK \l _bookmark3 1.1 品牌联合的定义........................................................... 3  HYPERLINK \l _bookmark4 1.1.1 学界对品牌联合定义的研究............................................. 3  HYPERLINK \l _bookmark5 1.1.2 对品牌联合定义的再认识............................................... 4  HYPERLINK \l _bookmark6 1.2 品牌联合的分类........................................................... 5  HYPERLINK \l _bookmark7 1.2.1 学界对品牌联合分类的研究及评析....................................... 5  HYPERLINK \l _bookmark8 1.2.2 对品牌联合的再分类................................................... 6  HYPERLINK \l _bookmark9 1.3 品牌联合的效应........................................................... 8  HYPERLINK \l _bookmark10 1.3.1 对品牌联合的正面效应................................................. 8  HYPERLINK \l _bookmark11 1.3.2 对品牌联合的负面效应.......................