奔驰汽车中国市场品牌联合策略分析

摘要

随着国民生活水平的不断提高，国民的消费和生活要求随之提高，汽车的需求量一直保持增长势头，根据美日欧等国家长达60年的人均GDP水平的上升而上升是一个普遍趋势，而尤为明显的中国一直保持强劲的增长势头，并一举超过美国，成为世界上最大的汽车消费市场，同时也增加了中国进口汽车市场的机遇，对于消费市场而言，各类进口汽车品牌进行各种不同的营销方式，例如“品牌联合”，就是时下重点的营销手段之一，而在此营销手段之下，无论是汽车品牌或联合品牌，均实现多种形式的双赢局面，借鉴品牌联合的现有理论和商业实践，本文结合汽车行业的特点、奔驰在中国的总体战略对奔驰汽车的品牌联合作基本的分析。

关键词：奔驰、品牌联合、汽车营销、SWOT分析、消费者分析

目 录

奔驰汽车简介

（一）奔驰汽车的发展史·········································1

（二）奔驰车系列简介·········································1

（三）奔驰汽车在行业中的地位···································2

1、市场占有率·········································2

2、消费者认知度·········································2

奔驰汽车中国市场品牌联合策略分析·····························2

（一） 推出联合特殊车型········································2

（二） 品牌联合广告推广········································3

（三） 品牌代言营销·········································3

（四） 品牌联合促销·········································3

（五） 跨平台联合推广·········································3

（六） 品牌联合感恩回馈········································3

（七） 品牌联合俱乐部··········································4

（八） 品牌联合VIP相关服务·····································4

成功经验及启示·········································4

（一）关键成功因素·········································4

（二）品牌联合成功经验例举····································5

（三）品牌联合启示·········································5

1、策略市场价值·········································5

2、品牌联合总结·········································5

参考文献············································· 6