BMW BMW is a world-famous automobile company and is also considered the leader in the high-end automobile production industry. BMW was founded in 1916 and is headquartered in Munich. Over the past 80 years, it has developed from an original aircraft engine production plant to today's enterprise group that mainly produces high-end cars and produces world-renowned aircraft engines, off-road vehicles and motorcycles, ranking among the top 20 automobile companies in the world. BMW is also translated as "Bail". The full name of BMW is "Bayerische Motoren Werhe AG", and BMW is the abbreviation of these three words. BMW, the full name of Bayerische Motoren Werke AG (German: Bayerische Motoren Werke AG), is a world-renowned high-end automobile and motorcycle manufacturer in Germany, headquartered in Munich. BMW was often called "BMW" in mainland China, Hong Kong and Taiwan in the early years. BMW is a world-famous automobile company and is also considered the leader in the high-end automobile production industry. BMW was founded in 1916 and is headquartered in Munich. Over the past 80 years, BMW has developed from an original aircraft engine manufacturer into a corporate group that is dominated by luxury cars and produces world-renowned aircraft engines, off-road vehicles and motorcycles. It ranks among the top 20 automobile companies in the world. BMW is also translated as "Bail". The full name of BMW is "Bayerische Motoren Werhe AG", and BMW is the abbreviation of these three words. BMW is very active as an important player in the international automobile market, with operations in 120 countries around the world. In 1997, 1.2 million vehicles of various types were produced. BMW cars mainly include 3, 5, 7, and 8 series cars and two-seat convertible sports cars. Currently, BMW is in a prosperous period: Opel and Ford Motor Company purchase its 6-cylinder diesel engines; Rolls-Royce Group not only uses its 12-cylinder engines and electronic equipment, but also jointly researches and produces new aero engines. ; In 1994, the BMW Group acquired the British Land Rover Automobile Company (RoverGroup); in 1998, the BMW Group acquired the Rolls-Royce automobile brand; BMW's new factory in South Carolina, USA, was also completed and put into production. The first foreign high-end automobile production plant. BMW has always been known for its emphasis on technological innovation and continues to set new standards for high-performance premium cars. At the same time, Bao attaches great importance to safety and environmental protection issues. BMW's research in "active safety performance" and "passive safety performance" and its FIRST (Integral Road Safety System) have earned the company a reputation. The blue and white pattern in the middle of the logo represents the blue sky, white clouds and the constantly rotating propeller, symbolizing BMW's long history, symbolizing the company's past leadership in aero-engine technology, and symbolizing the company's consistent aims and goals: In the vast space and time, we use advanced and exquisite technology and the latest concepts to meet the greatest wishes of customers, reflecting the company's vigorous momentum and ever-changing new look. BMW was originally founded in Munich in 1916 as an aircraft engine factory. In 1917, Rapp Motor Company changed its name to BMW.
In 1919, aviation pioneer Zeno Diemer set a world altitude record of 9,760 meters. Franz Zeno Diemer (center) and the plane he flew after breaking the record with a BMW-built aero engine.
In 1923, the first BMW motorcycle was born on the Munich production line.
1924 First flight using BMW engine. By the 1920s in Persia, airplanes had greatly shortened the distance in space in the world.
In 1926, pilot Walter Mittelholzer used a BMW aviation engine and broke the world record seven times in a row.
Among all series-produced sports cars in the world in 1936, the BMW 328 was the fastest. Rudolf Schleicher was the designer of this legendary car.
In 1983, Brazilian Nelson Piquet used a BMW turbocharged engine and won the title of "Formula One" racing world champion. This is a glorious page in the history of BMW motorsport.
"If you just follow the footsteps of others, then you don't expect to be able to surpass it." This is a famous saying by BMW President Pis-chetsider when expressing his company philosophy. BMW first established its Asia-Pacific regional branch in Singapore in 1985. In the 1990s, they seized the opportunity of the adjustment of the international automobile market and the rise of the Asian middle class, and formulated a series of market strategies, such as increasing sales and market share. rate, making BMW the number one brand in the premium car market. It penetrates the Asian market and improves the agent network in the existing market; it takes a leading position in customer satisfaction with products and services, and closely follows this development goal and implements it steadily. In 1994, in the Asian market, BMW sold 25,000 cars, and its overall market share increased from 1.6% to 2.1%. In the three key regions they established - Indonesia, Taiwan and Hong Kong, in 1994 The annual growth rates reached 86%, 70% and 31% respectively. The automobile competition in the 1990s showed new characteristics. From two polarizing factors, we can feel an increasingly obvious phenomenon: the streamlined design trends and shapes of automobiles produced by different manufacturers are becoming more and more similar. This makes car body shapes more and more similar. At the same time, it is increasingly difficult to judge the improvements from the appearance of improved models produced by one manufacturer, causing the brand names of some models to become more confusing. Popular car manufacturers have launched well-designed models, penetrating into BMW's market and image demands. Competitors hope to win the market with lower prices but similar models. This has led to BMW's lower-priced models increasingly facing major challenges. Competition from Europe and Japan. Traditional high-end luxury cars represented by Mercedes-Benz/Mercedes-Benz (Mercedes-Benz) rely on traditional name brands and market opportunities to stick to the Asian market, which in turn creates obstacles for the penetration of BMW's luxury series. In response to the above-mentioned realistic situation, BMW assessed the situation and formulated a marketing strategy that was later proven to be very correct. BMW's unique marketing strategy is reflected in its brand positioning, product strategy, pricing strategy and communication strategy. “The most perfect driving tool” is BMW’s unique brand positioning. This appeal combines three major elements: design, power and technology. This creates a "noble, young and dynamic" image of BMW, which is different from the "noble, traditional and luxurious" image of traditional famous brands Mercedes-Benz and Mercedes-Benz. All of BMW's communication strategies are based on at least one of these themes, and each element is defined with special consideration for BMW's customer base. Making BMW a "new symbol of success" in Asia. BMW's brand positioning cleverly bypasses the strong rival of Mercedes-Benz/Benz. By distinguishing the old from the new, BMW separates itself from other brands and strives to attract a new generation of Asian businessmen seeking economic and social success. It clearly states that BMW can meet all the requirements of car owners who care about image and pursue ultimate performance, not Following closely the well-worn footsteps of Mercedes/Benz's past.
BMW’s product strategy - series of elegant styles. BMW has a wide range of cars, each with different series to set their levels. From the smaller, stylish Three Series, to the Five Series that offers a safe and comfortable space, to the Seven Series sedan for seniors, to the unique and elegant Eight Series Coupe, all models feature BMW's customary elegance. Style, underlying power, high-quality workmanship, and unparalleled safety standards. This will further consolidate BMW’s “successful new image.” High Price: BMW’s Pricing Strategy. BMW's goal is to pursue a successful high-price policy and appear at a higher price than other Volkswagen brands. This positioning is based on BMW's superior products and comprehensive service features to those of other brands, as well as the value that the BMW brand symbolizes. This price strategy achieves the following functions: As an indicator of BMW car quality, price also conveys the message of brand symbolism and prestige; compared with the specificity and uniqueness of competing brands, the consumer's social achievements can be reflected in his life. be reflected. From the perspective of price, it once again reflects BMW’s “successful new image”. As mentioned above, BMW's goal for the Asian market is mainly to strengthen BMW's image and give BMW customers a value: when contacting customers, they will always convey BMW's innate strength-innovation, power, and beauty. . Therefore, BMW's communication strategies are all closely centered around BMW's new image.
When communicating with potential customers in the luxury car market, BMW first established communication strategic goals: to successfully integrate the BMW brand positioning into potential car owners; to strengthen the perceptual connection between car owners and BMW; under the overall symbol of BMW, consistent Outline the portfolio of BMW products and services; provide detailed information on BMW products. Based on the above strategic goals, BMW uses its own communication channels - advertising, direct sales, project planning, etc. to turn this strategy into reality.