The Research Of BMW China Experience Marketing

Consumers pay more attention than ever of the senses and spiritual needs with the development of society and economy. Meanwhile they are in favor of customized experience and proactive participation, which allows experiences become the fourth economic offering after commodities, goods, and services.Experience marketing, as an approach to expand market and enhance competitive advantage, has become more popular in marketing activities. Automotive industry is one of the key industries in China. Experience marketing has been used frequently by many manufactures in recent years. Especially when China’s automotive industry turns from booming to cooling, many premium brands regard experience marketing as an essential tool to win customers and realize customer satisfactory and loyalty. As a worldwide well-known automotive manufacture, BMW has been implementing experience marketing in China for years and achieved success. This thesis will take BMW as a case for in-depth analysis.This thesis will review the relevant studies on consuming experience, experienceeconomy and experience marketing. The author’s definition of experience marketing will be stated accordingly with an emphasis on consistent brand image and the value of shared experience. Review of the experience marketing system of BMW has been developed from brand insight, product experience platform, retail experience platform,community experience platform and CSR experience platform. This thesis applies content analysis approach for a conduct a quantitative and qualitative study. The suggested strategy and approach are stated in the following chapter, based on the relevant theories in literate review. The creative points are the comprehensive analysis of automotive manufacture and dealer’s role in experience, and the promotion of shared experience in community. It is hoped that this thesis could provide theoretical reference to automotive companies in their experience marketing plan and implementation.