| The conditions of auto industry market change quickly in China, the research ofauto enterprise’s development and strategic mode is still continuing. No matter what’sauto enterprise’s development and strategic mode should be in line with the localmarket’s development conditions as well as with local market requirement environmentand economic development. Both developed countries and developing countriesgradually take seriously on the issues coming from city vehicle.BMW Group respond the challenges of environment and sustainable developmentactively, BMW has completed development strategy clearly on electric vehicle. Throughthe introduction of the Efficient Dynamics strategy, sustainable development strategy andBMW electric vehicle, hope to draw some inspiration and reference positively to ourcountry’s auto industry, especially on electric vehicle development in China. Thelocalized development strategy of BMW (China), creates more job opportunities in China,at the same time, pushes the research progress for China’s Auto industry. Sustainabledevelopment strategy focuses not only on the matters at present but also for that in future.While producing the perfect auto, BMW also promises to undertake corporate socialresponsibility, from that it provide positive contribution to whole society’s environmentalprotection. The brand strategy of BMW (China) adjusted according to changes of localmarket. With Chinese characterized culture fusion, under the principle of sustainabledevelopment, BMW open up a series of public benefit activities around the brand conceptof ‘JOY is BMW’. Thus, the BMW brand image receives worship and respect from thepublic. Through combining the theoretical study and empirical analysis, the thesis hasconducted a thorough analysis in BMW’s sustainability development strategy and tactics,and hope that its successful experience can be learned and referred to, so as to make awin-win sustainable development of the company itself and social responsibility. |
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