商務(wù)英語雙學(xué)位寶馬演變

商務(wù)英語雙學(xué)位寶馬演變第1頁/共17頁

1polity2economic3socialBMWPEST4technologe1.tax2.limition1.demandbooming2.urbanization1.japandeclining

1.innovation2.considerable第2頁/共17頁RivalryofFirmsSuppliers'PowerThreatfromNewEntrantsBuyers'PowerSalesoutlets

Mercedes-BenzTOYOTAAUDI

ThreatfromSubstitutesMichaelPorter'sFiveForcesModelLexus

第3頁/共17頁SWOT

ANALYSISStrengthsWeaknessOpportunitiesThreats-Newtechnologyofenergyconservation-OpportunitiesinAsianmarket

Excellenttechnology

Strongbrandimage

-Highmaketpositioning-Competitionintheglobalautomotivemarket-Environmentalprotectionregulations

SWOT第4頁/共17頁

STPANALYSISMarkettargetingActorsRichkidsEnergy,passion,and

youngsuccessfulpersonageMarketsegmentationCoastaldevelopedcitiesandinlanddevelopingcities

Mostcustomersaregood-educatedhigh-statusandwealthySTPMarketpositioning"Thehonor

Theyouthful,Thedynamic"第5頁/共17頁

DrivingfunandCasualwayoflifeBrandStrategy

BrandpositioningDynamicChallengingCulturedBrandvalue第6頁/共17頁

effective,highpowerenvironmentalfriendlycomfortableinteriorsavety,stableEverythingisundercontrolBMWFeatures第7頁/共17頁第8頁/共17頁AdvertisingPlanning第9頁/共17頁19331963198520092012...1954第10頁/共17頁CONSTANTandINNOVATION第11頁/共17頁Constant:ComfortableSafeDigity第12頁/共17頁Innovation:PowerGreenDesign第13頁/共17頁

Ad’sTaskad’sinformationAestheticrequirementGuideconsumptionSoundDynamiceffectAestheticfeelingAd’sinfectAestheticsentimentUnderstandproductAddsaleAbrandimageInnovationSafetydriving第14頁/共17頁3“I”StandardsInformation(信息內(nèi)容)ABMWsidelightBMWhistoryBMWmark

Impact(沖擊力)

Thefrontclose-upStabilityoffeelingVisualattentionImage(品牌形象)

Long-historybackgroundHeavyripeandsteadyPuredrivingpleasure

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