从德国3大豪华汽车品牌看品牌定位问题.docVIP

从德国三大豪华汽车品牌看品牌定位问题 浙江嘉兴学院 董 磊 摘 要 随着市场的发展，在产品同质化日益严重的今天，传统的以产品为中心的营销正在向以品牌为中心的营销转变。在强调市场细分和产品的定位的现代市场，品牌成为区分目标市场和用户定位的唯一有效途径。豪华车市场是庞大的乘用车汽车市场里的一个细分市场，但就在如此细小的市场中却分布着大量的著名品牌，其中尤以德国汽车工业的三驾马车：梅赛德斯-奔驰、宝马、奥迪为代表。他们是如何在竞争如此激烈的狭窄市场上精确的进行市场细分和定位从而实现差异化经营的，这值得每个渴望进行差异化经营的企业学习的。 本文首先介绍了中国豪华车市场的现状，然后通过分析德国三大豪华车品牌的品牌定位和定位的营销活动得出了三大豪华车品牌定位的营销原理。透过三大豪华车品牌的定位分析，我们得到了三大豪华车品牌通过定位实现差异化经营的秘诀。本文为准备进行品牌定位的企业提出了从市场细分到选择目标市场再到品牌形象宣传在内的三点启示，这些启示为那些渴望通过品牌定位实现差异化经营的中国企业提供营销理论上的支持，有助于他们通过品牌的定位实现良性的差异化竞争。 关键词：汽车品牌；市场细分；定位；差异化 Abstract With the development of the market. The traditional product-centric marketing is changing to brand-centric marketing today. While emphasizing market segmentation and product positioning of the modern market is popular, the brand become the only effective way to differentiate the target market and customer. Luxury car market is small part of the huge market for passenger cars. Though just as a segment of the market, but in such a small market, there are a large number of well-known brands, particularly the Troika Automobile of Germanys industury: Mercedes-Benz, BMW and Audi. How did they live peacefully in such a narrow market through competition. Market segmentation and positioning in order to achieve differences in operation is the key words which is worth for every company that desire to carry out a different operations in business. This paper describes the status of the Chinese luxury car market, then by analyzing the three major Germany luxury car brands positioning and marketing positioning, We obtained the marketing principles of three luxury brand positioning. Through the analysis of the three luxury brand positioning, we have the secret of three major luxury brands in differentiation their by positioning. This article suggests from market segmentation to target market and then to promote the brand image of the brand for those who desire to achieve differentiation through brand positioning. The marketing support theory will help chinese enterprises