Case Research Of Brand Marketing Strategy Of BMW In China

In recent years,BMW has made remarkable achievements in China,accumulating a large of customers.And for BMW China already has become the biggest selling market in the world.However,with the progress of modern technology and the development of luxury automobile market,Chinese automobile market is also facing increasingly fierce competition.Except for the continuous in-burst of foreign luxury automobiles,the rapid blossom of domestic automobiles also challenges BMW in China.Therefore,the implementation of brand marketing strategy to create brand image plays a key role in the development of BMW in China in future.The thesis finds that BMW's brand marketing strategy is "brand globalization,marketing localization"."Brand globalization" means that the connotation of the brand should be globally consistent with "reliability,safety,quality and advanced technology"."Localization of marketing" mainly embodies five aspects: experiential marketing,sub brand,sports sponsorship,factory tourism and social responsibility according to the current condition in China.Based on the actual situation of BMW's brand marketing strategy in China,the thesis studies cases of BMW from above five aspects and analyzes the success and failure of the brand marketing strategy in different perspectives,and at last concludes reasons for its success and failure.Through theoretical research and case analysis,this paper finds that the success of BMW in "marketing localization" is due to following reasons: Firstly,the brand authenticity directly focuses on the brand positioning.Secondly,the brand contacts achieve the effect of brand communication.Thirdly,the practice of social responsibility shapes the brand image.The reasons why it fails are as following: Experiential marketing cannot arouse the positive emotional resonance of consumers,and then improper brand extension causes the brand dilution.Why BMW get successful or failure in brand strategy will enlighten domestic enterprises in the same area both in the construction and implementation of brand marketing strategy and will also contribute to their rapid growth.