In recent years, Mercedes-Benz has been committed to building an excellent brand image in the China market, successfully using integrated marketing strategy, changing the previous image of Mercedes-Benz brand as a single high-end commercial vehicle in the China market, and perfectly showing the rich brand connotation that was previously ignored by China consumers.

In terms of brand strategy, Mercedes-Benz has fully demonstrated the dynamic charm and flying of this classic automobile brand by becoming attached to top cultural and sports institutions and activities such as the National Centre for the Performing Arts and F 1.

In addition, Zhang Ziyi, Federer and many other Chinese and foreign movie and television sports stars were invited to participate in the brand communication activities of Mercedes-Benz, which brought more elements of youth, fashion and * * *.

In terms of product strategy, Mercedes-Benz spares no effort to enrich its product line in China.

In the past three years, Mercedes-Benz has launched almost all kinds of products in China, including SUV, sports car, R-class, B-class and Smart, and enriched its brand image with its expanding product structure.

For example, the newly launched S 400 hybrid, the champion of low carbon dioxide emission, proves Mercedes-Benz's firm commitment on the road of sustainable development with its world-leading environmental protection power technology.

At present, Mercedes-Benz has built the richest luxury product camp in China, which not only further expands the customer base, but also enables many young consumers who pursue fashion and dynamic to enjoy the excellent experience brought by top luxury car brands.

In terms of marketing means, Mercedes-Benz actively adopts various forms of communication channels, draws closer to customers with the help of interactive marketing and new media communication methods, and deeply and widely conveys the brand value of Mercedes-Benz.

For example, in the process of launching and promoting new products such as B-class luxury sports station wagon and urban fashion car *** art fortwo, Mercedes-Benz uses a lot of new media to communicate with target customers through the network platform, so that the public can appreciate the rich connotation of Mercedes-Benz brand from more channels and show its innovative brand personality.

Moreover, the related TV advertisements of Class B and the brand-new Class E are specially shot for the China market according to the national conditions of China, which shows Mercedes-Benz's special concern for China customers.

Mao Jingbo, Marketing Director of Mercedes-Benz (China) Automobile Sales Co., Ltd. said: "Mercedes-Benz has a long history of more than 65,438+0.20 years and profound cultural heritage."