奔驰汽车营销策略问题及发展对策（定稿）.docVIP

摘要

在全球经济背景之下，经济水平和消费能力在不断提高，但今年以来，世界经贸增长放缓。如今汽车产能过剩，竞争激烈，汽车工业面临巨大考验。对于所有汽车企业来说,要想在中国这个越发激烈的市场竞争中占有一席之地就不能像以往那样仅仅以产品为中心进行生产，而是要不断更新营销理念,健全销售渠道,完善发展战略规划,这样才能长久的生存下去。奔驰公司在世界地位名列前茅，但近年来在中国的发展之路似乎受到了一些阻碍，本文研究了奔驰公司的发展现状，分析了产品，价格，促销，渠道，有形展示策略，发现了奔驰存在着27685产品策略不完善，营销品牌形象、3941产品定价不合理，零配件价格过高、31035促销媒体运营不善，公关处理不及时、渠道不一，北京奔驰和奔驰中国内耗严重等问题，奔驰需要调整在中国的营销策略,以便在未来占据中国市场的主导地位。本文针对奔驰公司在华销售的营销策略提出优化产品设计，强化产品策略；调整价格策略，降低零部件价格；完善促销策略，发挥社交媒体作用；改进渠道策略，减少内耗等建议。

关键词：汽车；奔驰；发展现状；营销策略

Abstract

Inthecontextoftheglobaleconomy,economiclevelandconsumptioncapacityareconstantlyimproving,butsincethisyear,thegrowthofworldeconomyandtradehassloweddown.Nowadays,theautomobileindustryisfacingahugetestduetotheovercapacityandfiercecompetition.Forallthecarcompanies,inordertohaveaplaceintheincreasinglyfiercemarketcompetitioninChinacantbejustasinthepasttotheproduct-centricproductionInstead,theyneedtoconstantlyupdatetheirmarketingconcepts,improvetheirsaleschannels,andimprovetheirdevelopmentstrategicplanning,sothattheycansurviveforalongtime.MercedesBenzisoneofthetopcompaniesintheworld,butitsdevelopmentinChinaseemstobehinderedinrecentyears.ThispaperstudiesthedevelopmentstatusofMercedesBenz,analyzestheproduct,price,promotion,channelandtangibledisplaystrategy,andfindsthatMercedesBenzhasimperfectproductstrategy,unreasonablemarketingbrandimageandproductpricing,highpriceofpartsandcomponents,andpromotionmediaDuetopooroperation,untimelyhandlingofpublicrelations,differentchannels,andseriousinternalfrictionbetweenBeijingBenzandMercedesBenzinChina,MercedesBenzneedstoadjustitsmarketingstrategyinChinainordertooccupythedominantpositionintheChinesemarketinthefuture.?Inthispaper,themarketingstrategyofMercedes-BenzCompanyinChinaisproposedtooptimizeproductdesign,strengtheningproductstrategy,a