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摘要：中国经济的飞速发展，使人们的收入普遍提高，也使得中国的汽车行业得到了迅猛发展。因此，世界各国的汽车行业巨头纷纷进入到中国的汽车市场，并且获得了高额的回报。特别是近年来，在新的汽车品牌和车型不断进入中国市场的背景下，各大汽车生产商为了使自身品牌能够在华拥有更高的市场占有率，纷纷调整各种营销策略，让他们在中国市场中占据有利的位置。奔驰汽车作为世界上第一个汽车品牌，它在汽车行业的营销模式具有一定的代表意义，并在华拥有较高的影响力。本论文通过研究其经营现状及销售模式以此发现跨国汽车企业在华销售中所运用的营销方式和方法，并找出该过程中所存在的问题并提出相应的对策，提高跨国汽车公司在华的生存能力。24521
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毕业论文关键词：奔驰汽车；本土化战略；营销模式
The path of success of Mercedes-Benz sales in China
Abstract: With the rapid growth of Chinese economy in recent years, increasing people's income in generally, which also makes China's automobile industry has been developing rapidly. Thus, the world's automotive industry giants have entered China's auto market, and get the high returns. Especially in recent years, in the new car brands and models continue to enter the Chinese market, the major car manufacturers in order to make their brand to have a higher market share in China, have to adjust a variety of marketing strategies, let them in Chinese market. Mercedes-Benz as the world's first car brand, it has a certain significance in the automotive industry on behalf of the marketing model, and has a high influence in China. By studying its operating status and sales model in order to find multinational auto companies selling in China in the use of marketing methods and approaches, and find that the problems in the process and propose appropriate measures to improve multinational auto companies in China viability.
Key Words: Mercedes-Benz；Locational Strategy；Marketing Model
目 录
一、绪论 1
（一）研究背景 1
（二）研究目的和意义 1
（三）研究现状 1
二、奔驰汽车在华销售的现状 4
三、奔驰汽车在华销售的模式特征 6
（一） 营销环境 6
1. 奔驰汽车地区市场 6
2. 奔驰汽车消费人群 6
3. 奔驰汽车形象 7
（二）影响因素 7
1. 奔驰汽车外部环境 7
2. 奔驰汽车在华市场状况 7
3. 奔驰汽车在华的政治策略 7
4. 奔驰汽车内部环境 7
（三）模式特征 8
1. 销售渠道的多样化 8
2. 品牌价位的合理化 8
3. 多样的传播途径 8
4. 广泛的广告代言 8
5. 优良的服务理念 8
6. 竞争对手间的对比 9
7. 汽车市场发展趋势 9
四、奔驰汽车在经营过程中存在的不足 10
（一）售后服务有待提高 10
（二）本土化战略不足 10
（三) 国产车型过少 10
五、奔驰汽车公司扩展在华营销的若干建议 11