| In recent years,Mercedes-Benz in China has got a repaid growth through its excellent brand marketing strategy.So it is of great value to analyze its outstanding brand marketing strategy in China.At the same time,competition of China’s luxury cars industry is becoming increasingly fierce and consumer preference is also facing accelerating rates of changes.Under the background above,research and analysis on brand marketing strategy of Mercedes-Benz in China’s current market environment has a guiding significance for the future development of Mercedes-Benz.Brand marketing strategy requires focusing on the local consumers.So the brand marketing strategy of Mercedes-Benz in China must starts from the perception and behavior of consumers in China and should be combined with the current Chinese luxury car consumer behavior preference analysis.This paper analyzed the relationship between brand marketing and consumer behavior basing on the theories of both consumer behavior and brand marketing.And it explored the preferences and needs of current Chinese car consumers and also the specific characteristics of the Mercedes-Benz car owners and brand through several methods of investigation.Basing on the combination of the theories and the results of the investigation,this paper further analyzed the current brand marketing strategy of Mercedes-Benz from aspects of products,customer experience,advertising and brand positioning and put forward strategic suggestions including increasing individuality,enhancing publish relationship,optimizing intelligence etc.to optimize its brand marketing. |
