Research On Marketing Strategy Of BMW 3 Series Community Of BMW Brilliance Automotive

Because of China's car market has been falling in recent years,suffered a negative growth for the first time in the past 28 years,between various auto enterprises in the market competition is gradually narrowed,coupled with Internet building cars to join the new forces,make the whole industry faces more and more uncertain factors,the development direction of car companies with factors such as technology,policy and national economy.In the rapid development of Internet technology and big data technology at present,to cater to the market environment changes,the concept of social marketing and new concept of customer lifetime value(CLV)all are united in wedlock,try in the automotive industry in the winter for a special marketing way,for the troubled firms to provide some new ideas and theoretical basis.Based on brilliance BMW automobile co.,LTD.,3 series cars as the main research object,through field survey to collect the BMW 3 series sedan marketing situation,the analysis of its marketing status quo,from the analysis on environment,macro environment and micro environment analysis,secondly by SWOT analysis method to get the BMW 3 series sedan from the product to the market level's disadvantages and chances,and continue to do the segmentation of market and market positioning,again,further combining with customer CLV in whole life cycle theory and the characteristics of community marketing,marketing strategy for the BMW 3 series sedan community design,strategy including confirmation from the concept of community,The creation of the community,then to the community marketing implementation steps,and finally with the existing marketing organic combination to maximize customer value.Studies have shown that the BMW 3 series sedan products with same level product has obvious characteristics of differentiation,the market positioning for a second-tier cities of young people,promising the existing marketing strategy is insufficient to cover such people,product differentiation can not very good,not enough exposure,caused not attractive enough.The introduction of community marketing can make up for the above deficiencies and make the strategy and product positioning more matching.Through this research,to combine theory with practice,and also incorporates the more mainstream economic theory of community and the long tail theory,is proposed based on whole life cycle of deloitte client value concept of social marketing strategy,at the same time through the enterprise culture,personnel management,safeguard with products and services from several aspects,for the enterprise in the winter in the car market to provide some problem solving ideas,explore some new mode and new means for marketing.