宝马简介及其SWOT分析

1945
Licensed U.S. aircraft repair, motorcycle production, while the Munich factory disintegration.
.
2006
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
cal advantages:
Mercedes Benz
1 have a strong brand appeal 2 at the same time, luxurious comfort, high safety. 3 product diversification advantage The 4 strong capital
Audi
1 products to enter the China earlier, grabbed the market blank 2 has the largest domestic car service network 3 brand connotation and Chinese traditional culture to fit 4 in the Chinese "official car" image
1916 1922
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.
all other related business
Change the BMW logo
BMW's main models introduced
宝马X1
BMW's main models introduced
宝马3系 (Saloon/Touring/Coupé/Convertible)
宝马5系 (Saloon/Touring)
more suitable for young people.
谢谢观看
小组成员： 张鑫 舒苹 朱娟 杨青
薛冬冬 陶忠飞
Adv anta ge
2introduction of aircrafttechnology 3 positioning advantages
Infer iorit y
1 Conceptual weaknesses The 2 comfort lack 3 marketing strategy is more casual 4 from the consumer far, the higher the price
20
0
全球前五大豪华车品牌过去两年销量增速比较
25.00%
20.00%
销量增速
15.00%
10.00%
5.00% 0.00%
-5.00%
Compared with BMW, Mercedes Benz and disadvantages Audi three superiority
BMW
1brandadvantageTechni
1 marketing capacity comparison difference Defeat 2 American Chrysler merger, the capital loss, and the impact of risk investment
1 brand awareness as BMW Mercedes Benz 2 localization of the upgrading of products relatively slow
1923
1928
The production of small cars bought DiXi Eisenach (Eisenach) the car factory, started BMW automobile manufacturing history.
1929 1944
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.
1 2 3 4
Brief introduction of BMW
Compared with the Audi, Mercedes Benz
BMW SWOT analysis
Select the BMW reason
◆
◆
BMW was founded in 1916, headquartered in Munich, more than one hundred thousand employees.
SWOT分析
1.品牌优势
2.技术优势：引入飞机技术、拥有最 好的发动机
3.定位优势：“开宝马、坐奔驰”的差 异化定位 4.物流优势：订单、仓储、供应链三 方面
1.观念上的劣势
2.舒适性欠缺 3.营销策略较为随意 4.离消费者较远，售价较高
S
W
T
1.油价不断升高 2.汽车市场竞争日趋激烈尤其近期势 头强劲的日韩企业 3.人们生活方式转变 4.新型汽车的出现
宝马6系 (Coupé/Convertible)
宝马7系 (Saloon)
BMW's main models introduced
宝马 ຫໍສະໝຸດ Baidu3 (SAV –运动型车)
宝马1系
宝马 X5 (SAV –运动型车)
宝马 Z4 (敞篷跑车)
三大豪华车品牌近五年全球销量对比
160 140 120 100 80 60 40
O
2.世界自由贸易的发展
BMW
1.发展中国家市场不断壮大 3.经济的发展使人们更愿意追求高品 质汽车
5.发展中国家汽车工业的发展
Select the BMW reason
1. BMW is the world famous brand
2 on the car more interested. 3 The BMW car emphasized "fun to drive"
Consistent with high-end brand oriented, it is the ◆foundation of a successful enterprise. BMW group has
BMW, MINI and Rolls-Royce (Rolls-Royce) three brands.