本文關(guān)鍵詞：BMW3系豪華汽車中國市場營銷策略研究　出處：《廣西大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：目前,隨著全球汽車市場競爭日益激烈,汽車銷售行業(yè)尤其是整車銷售的利潤受到極大的沖擊,許多歐美發(fā)達國家的整車銷售已經(jīng)出現(xiàn)負利潤的情況,而如中國這樣的發(fā)展中汽車市場,整車銷售也正進入薄利時代。整車銷售領(lǐng)域是汽車產(chǎn)業(yè)價值鏈當(dāng)中能產(chǎn)生最大利潤的環(huán)節(jié),其好壞關(guān)系著其他環(huán)節(jié)的正常運作。作為世界知名的豪華車品牌,寶馬汽車在進入中國市場的二十年里,寶馬汽車的營銷之路并非一帆風(fēng)順,然而經(jīng)過不懈的探索和努力,寶馬汽車通過調(diào)整市場戰(zhàn)略、提高外部環(huán)境的適應(yīng)能力、增強市場的主動權(quán)、提高市場的銷售量等一系列舉措,最終成為中國市場受歡迎的豪華汽車品牌之一。寶馬汽車在中國取得的成績有目共睹,對寶馬汽車營銷策略的分析和研究,將能更深入地了解其成功的原因,對寶馬汽車未來的銷售戰(zhàn)略的制定提供幫助,也為對于未來期待進入中國市場的跨國豪華汽車品牌和欲走國際化高端產(chǎn)品戰(zhàn)略的中國汽車品牌給予借鑒的作用,具有不可小覷的意義。 本文以BMW3系作為具體案例,通過對BMW3系進入中國市場后所采用的營銷策略的分析和研究,詳細了解寶馬集團為BMW3系中國市場營銷所做的努力,并分析其中的優(yōu)劣之處,同時,以中國市場的特點和外部競爭環(huán)境作為依據(jù),提出新的營銷方案,為BMW公司在中國市場的發(fā)展制定合理的營銷策略提供幫助和建議。
[Abstract]:At present, as the global auto market competition is becoming increasingly fierce, the car sales industry especially the vehicle sales profit has a great impact, many developed countries in Europe and America vehicle sales have negative profit situation, and as such Chinese in the development of automobile market, car sales are entered into the small age. Vehicle sales area is the automotive industry value chain can produce the greatest profit link, the quality of the relationship with the normal operation of other aspects. As the world famous luxury car brand, BMW automobile in China market twenty years, BMW automobile marketing of the road is not yet over Everything is going smoothly., unremitting exploration and hard work, BMW motor by adjusting the marketing strategy, improve the external environment the ability to adapt and enhance the initiative of the market, a series of initiatives to improve the market sales, eventually become Chinese market popular luxury car One of the cars in the car brand. BMW China achieved obvious to people, analysis and Research on the marketing strategy of BMW automobile, will be able to better understand the reasons for its success, to help develop BMW automobile sales strategy for the future, to give reference for multinational luxury car brand to enter the Chinese market in the future and to make the international high-end product strategy China car brand, has underestimated the significance.
In this paper, BMW3 as a specific case analysis and Research on the marketing strategy of the BMW3 system into the China market after the detailed understanding of the BMW group, as BMW3 China marketing efforts, and analyzes the advantages and disadvantages, which at the same time, the characteristics and the external competitive environment Chinese market as the basis, put forward the marketing the new scheme, to provide help and advice for BMW company in Chinese market development to develop a reasonable marketing strategy.

【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F416.471;F274

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