梅赛德斯奔驰中国区跨界营销策略研究.pdfVIP

摘 要 在这次跨界营销的探索中，不管最终的结果如何，我们都应该为它这种创新永远在 路上的精神而鼓舞。梅赛德斯奔驰的跨界营销对国内的民族汽车工业也有着重大的影 响，要努力汲取先进的精髓，不仅要学习强势品牌的创新思维，也要学习强势品牌对品 质的保证和对工艺的严谨。 关键词 梅赛德斯奔驰 跨界营销 Mercedes me 电商平台 梅赛德斯奔驰文化中心 梅赛德斯奔驰（中国）驾驶学院 II 万方数据 Abstract Abstract China replaced the United States as the world’s biggest automobile consumption market in 2010, which attracted the attention of worldwide automobile corporations. How to stand out from numerous automobile brands is a problem faced by each automobile enterprise. With the progress of the era, the development of internet technology, the demand of individuals’ lives is changing. The methods of previous automobile marketing have been unable to meet the increasingly diversified market requirement, which is one of the precondition of automobile brand crossover marketing. In order to achieve good marketing effect, Mercedes Benz adopt the method of crossover marketing try to reopen a piece of heaven and earth in the fiercely competitive market. From the perspective of sales revenue, Mercedes Benz has maintained the growth of sales for 46 consecutive months, the amount of vehicle sales is the name of the first among luxury vehicle brands in 2016. Traditional automobile marketing mechanism is nothing but advertise on television, newspapers, magazines, professional vertical website or web portals. But now, marketing competition of vehicle brands is increasing continually, except for the situation that domestic and foreign new brands settled in china, the hysteretic nature of traditional marketing caused by mobile internet cannot be considered. The emergence of new technologies makes marketing methods more diverse, consumer