论梅赛德斯-奔驰在华差异化营销策略

On The Differentiation Marketing Strategy of Mercedes-Benz in China

作为汽车行业代表的梅赛德斯-奔驰品牌,常年来凭借超高的销售增长速度领先于其他的竞争品牌。结合现阶段我国汽车市场的现状,通过对其在中国的差异化营销策略进行分析,发现该品牌在中国的成功除了豪华出众的产品外,还得益于差异化营销策略。跨国企业的差异化营销应迎合当地消费者的需求,企业只有在利用品牌为消费者创造附加价值的同时才能使本身价值得以体现。

As a representative of the automotive industry,Mercedes-Benz brand has been leading other competitive brands with its high sales growth rate over the years.Combined with the current situation of the Chinese automobile market,through the analysis of its differentiation marketing strategy in China,it is found that the success of the brand in China not only the luxury products,but also the differentiation marketing strategy.The differentiated marketing of multinational enterprises should cater to the needs of local consumers.Only when the brand is used to create added value for consumers can the value of the enterprise be reflected.