1、目錄目錄1Brief introduction of BMW2Select the BMW reasonBMW SWOT analysis 34Compared with the Audi, Mercedes Benz BMW was founded in 1916, headquartered in Munich, more than one hundred thousand employees. Consistent with high-end brand oriented, it is the foundation of a successful enterprise. BMW grou

2、p has BMW, MINI and Rolls-Royce (Rolls-Royce) three brands. The establishment of BFW From the Bayerische flugzeugwerke into BMW.After the first World War, the Treaty of Versailles forbade Germany from manufacturing aircraft engines for 5 years, forcing BMW turned to the production of motorcycle.1916

3、19221923The production of small cars bought DiXi Eisenach (Eisenach) the car factory, started BMW automobile manufacturing history.In March 22nd, BMW launched the first hung 315 sedan BMW logo. During World War II, BMW factory in Munich during an air raid by the Allies destroyed seriously.1928192919

4、44Licensed U.S. aircraft repair, motorcycle production, while the Munich factory disintegration.1945.In July, BMW group announced, a wholly owned subsidiary of BMW (China) Automobile Trade Co., Ltd. was founded, import, responsible for BMW and MINI brand car sales and marketing and all other related

5、 business2006 寶馬X1 寶馬寶馬6 6系系 (Coup/Convertible) 寶馬寶馬3 3系系(Saloon/Touring/Coup/Convertible)寶馬寶馬5 5系系 (Saloon/Touring)寶馬寶馬7 7系系 (Saloon) 寶馬寶馬 X3X3 (SAV 運動型車運動型車)寶馬寶馬 X5 (SAV 運動型運動型車車)寶馬寶馬 Z4 (敞篷跑車敞篷跑車)寶馬寶馬1系系BMWs main models introduced BMW Mercedes BenzAudiAdvantage 1brandadvantageTechnical advantages

6、:2introduction of aircrafttechnology3 positioning advantages 1 have a strong brand appeal2 at the same time, luxurious comfort, high safety.3 product diversification advantageThe 4 strong capital1 products to enter the China earlier, grabbed the market blank2 has the largest domestic car service net

7、work3 brand connotation and Chinese traditional culture to fit4 in the Chinese official car imageInferiority1 Conceptual weaknessesThe 2 comfort lack3 marketing strategy is more casual4 from the consumer far, the higher the price1 marketing capacity comparison differenceDefeat 2 American Chrysler me

8、rger, the capital loss, and the impact of risk investment1 brand awareness as BMW Mercedes Benz2 localization of the upgrading of products relatively slowCompared with BMW, Mercedes Benz and disadvantages Audi three superioritySWOT分析SWOT1. BMW is the world famous brand2 on the car more interested.3 Th