| Mercedes-Benz,BMW and Volkswagen,the three major German automobile brands,are world-famous automobile manufacturers with a long history.They are also one of the oldest foreign brands in the Chinese automobile market.They are familiar and loved by Chinese consumers.With the successful hosting of the 2008 Beijing Olympic Games,the formation of China’s all-round opening up and bureau,and the more optimized investment environment,more and more foreign enterprises have been attracted to invest in China.Under the background of saturation of traditional automobile market and depression of automobile industry as a whole,how to seize more market share in China has become an important factor affecting the status of German automobile enterprises in the world.China’s automobile market can be said to be the main battlefield of major global automobile giants.With the participation of international well-known automobile manufacturers in China’s automobile market competition,the number of new products and new models has increased dramatically.The products in the same market segment tend to be relatively saturated,homogeneous competition is serious,and brand differentiation has become an important factor affecting consumers’ purchase decisions.As the world’s leading automobile leader,German automobile enterprises have super high brand awareness in China.With the fierce competition in the market,the boundaries of brands with clear positioning and clear market segmentation have become increasingly blurred,even overlapping.At the same time,when introducing new products in China,because they can not fully adapt to the consumption habits of Chinese consumers,sales of some models are flat.Based on the analysis of the market environment of brand management of German automobile enterprises in Greater China,combining with the development status of brand management of German automobile enterprises,and taking Daimler Group as a case analysis,this paper summarizes the advantages,disadvantages,opportunities and threats of brand management of German automobile enterprises through the analysis of policy environment,economic situation,social situation and technology,which is for Greater China.The brand management of German automobile enterprises gives optimization strategies and implementation measures.Through the in-depth study of this paper,we can provide practical guidance for the improvement of brand management of German Automotive Enterprises-enhancing the brand value of enterprises,enhancing customer brand loyalty,improving product competitiveness,maintaining enterprise image,promoting sales and market share,and maintaining competitive advantage in the industry competition. |
