Research On Crossover Marketing Strategy Of Mercedes Benz China

China replaced the United States as the world's biggest automobile consumption market in 2010,which attracted the attention of worldwide automobile corporations.How to stand out from numerous automobile brands is a problem faced by each automobile enterprise.With the progress of the era,the development of internet technology,the demand of individuals' lives is changing.The methods of previous automobile marketing have been unable to meet the increasingly diversified market requirement,which is one of the precondition of automobile brand crossover marketing.In order to achieve good marketing effect,Mercedes Benz adopt the method of crossover marketing try to reopen a piece of heaven and earth in the fiercely competitive market.From the perspective of sales revenue,Mercedes Benz has maintained the growth of sales for 46 consecutive months,the amount of vehicle sales is the name of the first among luxury vehicle brands in 2016.Traditional automobile marketing mechanism is nothing but advertise on television,newspapers,magazines,professional vertical website or web portals.But now,marketing competition of vehicle brands is increasing continually,except for the situation that domestic and foreign new brands settled in china,the hysteretic nature of traditional marketing caused by mobile internet cannot be considered.The emergence of new technologies makes marketing methods more diverse,consumer gain a better marketing experience,the brand should direct to inner pain points of consumers through the way which is more interesting and more close to life.In consideration of shortcomings of traditional marketing,Mercedes Benz could not rely on the model of the huge amount of advertising investment and the popular marketing that there is no difference in the dealer,the generation of new marketing model is extremely urgent.Actually,Mercedes Benz also has never stopped to explore the new marketing model,crossover marketing undoubtedly is one of the effective and operable ways to solve these problems.Mercedes Benz through the way of creating new mobile business platform-Mercedes me,establish Mercedes Benz cultural center in shanghai,set up experience store named Mercedes me in Beijing's Sanlitun as well as found Mercedes Benz(china)driving college in Beijing and shanghai and other crossover mode.It could be said that Mercedes Benz is the most widely in crossover fields of automobile industry.Since 2010,Mercedes Benz start to explore the crossover with electricity supplier,from the initial of sales through borrowing major electric business platform to now build mobile phone client business platform-Mercedes me,who is gradually explore a crossover road of automobile and electric business.Mercedes Benz cross the border with traditional entity industry,such as catering,culture,education and training,explore new clients from the industry that there is no intersection originally,which enrich the brand culture,promote the brand influence,and the century brand release new light.The crossover marketing of Mercedes Benz and cultural industry made the brand culture more diverse.A brand has its own unique culture,meanwhile,also need to inject new and different culture in the development of the eras to adapt to the increasingly fierce market competition.Only ensure the brand diversification,brands' vitality and youth can be guaranteed and it could be remained invincible in the market competition.In this exploration of crossover marketing,regardless of the consequence,we should always be inspired by the spirit of innovation is always on the road.The crossover marketing of Mercedes Benz has a significant influence on domestic national automobile industry,which is try to learn advanced essence,not only learn the innovative thinking of strong brands,but also learn strong brands' quality assurance and rigorous process.