宝马品牌战略简要分析.doc

宝马汽车的统帅品牌战略宝马汽车公司是世界著名的轿车公司，作为一家汽车公司，它追求的不是汽车产量的扩大，而是生产高品质、高性能和高级别的汽车。“坐奔驰，开宝马”的说法，表明了奔驰的稳重和宝马的豪放。只有开宝马车，才能享受到它那痛快淋漓的神奇风采。宝马品牌战略：三种品牌，一种诉求最佳，这是宝马集团所有三种品牌的共同诉求尽管层面不同、细分市场不同，但同样值得信赖。在宝马品牌的全部八个车型系列中，都在诉求一个众所周知的“Sheer Driving Pleasure”理念。宝马集团的产品和品牌：BMW、MINI和rolls-Royce。三个品牌各自拥有不同的传统、形象和市场定位，他们代表的产品个性鲜明；然而，在质量、安全性和驾驶乐趣等方面都将执行高标准。BMW：感悟汽车 全面的高科技、创新和美观：BMW所有系列车型都具有这些特点。BMW品牌代表着运动特性和卓越性能以及含蓄的表达方式。其美学形式和实际功能的统一融合于整体并贯穿于所有细节中。而且，BMW品牌富于强大的感情色彩。毕竟，汽车最重要的不仅是技术，还有驾驶乐趣。 MINI：另类的高贵MINI所表达的是年轻、城市化、多姿多彩和与众不同。 Rolls-Royce（劳斯莱斯）：永恒的高贵和典雅Rolls-Royce一直以来都是豪华极至的代名词。传统的手工工艺和精湛的现代技术相结合对它进行了全新的阐释。Rolls-Royce品牌代表着富有格调，高雅和永恒的轿车。宝马是在品牌战略原则指导下，用品牌核心价值全面统领一切营销传播活动的成功典范。宝马的品牌核心价值是“驾驶的乐趣和潇洒的生活方式”。因此，宝马总是不遗余力地提升汽车的操控性能，使驾驶汽车成为一种乐趣、一种享受。最新的系代表着杰出的工程设计、前沿的科技创新、无法比拟的震撼力、纯正的驾驶乐趣，是宝马品牌价值的最好诠释。去年宝马集团在华的品牌宣传战略BMW之悦。JOY is BMW 的品牌广告大获成功，虽然在宣传中突出“BMW之悦”这一主题，但家喻户晓的“纯粹驾驶乐趣”的广告语不会被取代。“BMW之悦”延伸了“纯粹驾驶乐趣”的内涵，而且更加全面地反映了品牌与消费者之间更深层的情感联系。“JOY”是宝马品牌长期以来的核心诉求。宝马的外观也栩栩如生地体现出品牌的核心价值，体现出潇洒、轻松的感觉，与很多豪华车都十分庄重的特点形成鲜明的反差。宝马新系采用全新造型设计理念：均衡的动感、古典式的优雅、跑车的轮廓和完美的线条组合，经典的线条以及协调的布局，使之尽显豪华气派而不失流畅和动感。 正因为宝马用品牌战略统帅一切营销传播，成功地把“驾驶的乐趣和潇洒的生活方式”的品牌精髓刻在了消费者的大脑深处，所以宝马车的购买者更多的是行业新锐、演艺界人士、富家子弟和活力、激情、心态比较年轻喜欢自己开车的成功人士。 英语六级写作常用核心句型开头段常用核心句型The arguer may be right about, but he seems to neglect to mention the fact that Contrary to generally accepted views, I argue that It is true that, but this is not to say that The main/obvious problem with this argument is that it is blind to the basic fact that It would be natural/reasonable to think that, but it would be absurd to claim that There is absolutely no reason for us to believe that At first thought, it may seem an attractive idea, but on second thought, we find that The problem/fact is that As far as I am concerned, I believe that Those who object toargue thatBut people who favor, on the other hand, argue that 中间段的常用核心句型The change inmainly results from The increase inis due to the fact that Many people would claim that One of the reasons given for is that There are a variety of reasons for this dramatic growth in First Second Finally Why are （is/do/did）? For one thing For another History is filled with the examples of As is shown in the table released by the government, it can be learned that There is （no） good evidence to We must admit the undeniable fact that No one can deny the fact that Experience （Evidence） suggests that The same is true of 结尾段的常用核心句型It is high time that we placed great emphasis on the improvement of It is high time that we put an end to the unhealthy situation （tendency/phenomenon） of There is no easy solution to the problem of, but might be useful. Unless there is a common realization of, it is very likely that It is essential that effective measures should be taken to prevent the situation. It is suggested that great efforts should be made to control the growth of It is hoped that great efforts should be focused on finding （developing/improving） Anyway, more publicity should be given t