BMW Group Marketing Strategy Research In China

Global technology has entered the digital era from the mechanization era.The Internet,mobile phone,social media and new things are causing further influence on the society.In the global environment,Chinese automotive market is full of changing and vitality.Since 2002,China automotive industry enter into the explosive growth phase,for the automotive enterprise,its marketing strategy should be adapt to the current marketing development.By the combination of theoretical analysis and empirical analysis,this paper summarize the BMW Group localized development in China,analyze the Chinese automobile marketing environment and its characteristics and series of BMW Localized strategy,like"Efficiency Dynamic","New energy" and "Joy of BMW".The practical value is by the analysis of BMW joint company,to summarize the overseas marketing develop experience of global automotive company.It applies SWOT analysis to determine BMW Brilliance company’s competitive advantage,disadvantage,opportunities and threats and getting series of conclusion.It is worth mentioning that one independent chapter is used to explain the BMW China marketing strategy in localization.As a multinational corporation,its successful is fully depends on the operation of localization strategy.The strategy is further illustrated from the strategy of product,price,place and promotion.It is difficult to copy the success model,however,some useful rules could be in practice for the local automobile company.Wish this paper could play a positive role for Chinese enterprise.