整合营销渠道宝马案例
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整合营销渠道——宝马案例
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Page - 6
BMW Situation II
BMW now has a central system of measurement
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
Page - 6
BMW Situation II
BMW now has a central system of measurement
integrated with DBM or mass advertising 2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
BMW customers want:
A realization of the brand promise
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
整合营销渠道—宝马案例
The new marketing database contains a broad range of information oPnageth- 7e BMW consumer
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Page - 11
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
Strengthen BMW brand perception at the individual customer level
Page - 16
Core Communications Program
1996 - 2000 The Internet arrived, but not integrated with DBM or mass advertising
2001 BMW brings them all together
Page - 2
BMW Buyers Not Necessarily Driven by Price
Page - 9
How BMW measures return on investment
bmw企业管理
案例一： 1993年，大多数国家的汽车制造业被卷入一个全新调整 时期，欧洲、日本也在不景气中开始类似的重新改组，面 对低迷的市场，宝马整合市场定位和提高生产力策略，绕 过了汽车市场的低谷。当年，宝马是德国唯一能够避免减 时工作却又能创造利润的汽车制造商，并维持了汽车市场 中高级豪华车种最成功厂牌的地位。 案例二： 在推行环保的大潮流下，2011年4月17日晚，在第十四 届上海国际车展开幕前，宝马新能源车——ＢＭＷ 5系长轴 距插电式混合动力原型轿车基于全新ＢＭＷ 5系长轴距，在 上海世博园中国馆前宣布世界首发。它采用插电式混合动 力，是国内第一款豪华级别的新能源车。在新能源车领域 向前迈出了关键一步并取得领先地位。
透过分布全球的120个国家的行销公司宝马公司所建立的顾客群达千万人之众奠定了宝马名列全球12大生产交通运输工具集团之一的地位产值名列1993年大多数国家的汽车制造业被卷入一个全新调整时期欧洲日本也在不景气中开始类似的重新改组面对低迷的市场宝马整合市场定位和提高生产力策略绕过了汽车市场的低谷
BMW公司的历史始于1916年，公司最初是一 家飞机发动机制造商，1917年还是一家有限责 任公司， 1918年更名巴伐利亚发动机制造股 份公司并上市。 一贯以高档品牌为本，正是企业成功的基础。 BMW集团拥有BMW、MINI和Rolls-Royce（劳斯 莱斯）三个品牌。这些品牌占据了从小型车到 顶级豪华轿车各个细分市场的高端，使BMW集 团成为世界上唯一一家专注于高档汽车和摩托 车的制造商。
（10）完善的工资制度与良好的上 下级关系
宝马公司员工从来没有裁员的记忆。宝马 公司员工之间关系非常融洽。这种和谐共处关 系植根于1959年的那份劳工协议，这也是宝 马公司的力量源泉。1972年，公司将员工纳 入其利润分配体系。公司制度规定：公司实现 其当年财务指标，员工将得到相当于一个半月 薪水的奖金。 在宝马公司里，管理人员与他们的下属和 同级打成一片，这就是最大程度地减少了公司 内部的斗争现象。
汽车品牌BMW宝马抖音整合营销方案
5.22%
房产
科技
金融
汽车 商务服务
汽车
财经 旅游出行 科技 房产
汽车用户对金融、财经、科技兴趣度明显较高
数据来源：云图
需求源点
抖音 解决方案
专业内容
话题声量
发声阵地
抖音场景优质内容
优质内容场
优质平台资源打造话题声量
话题声量场
良好的生态环境
正向生态场
1. 品牌内容达人共建：抖音星图 2. 品牌内容：抖音场景内容IP
2016年
2017年
2018年
30%
2017-2018活跃占比变化
25%
20%
15%
10%
5%
0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
201811 201711
数据来源：QuestMobile TRUTH
抖音用户活跃时间段分析
加拿大
Q1飙升全球iOS下载第一 美国
个国家和地区覆盖
墨西哥 哥伦比亚
Googl e Play 2018年度大赏
最佳应用
巴西
用户喜爱的应用
最佳娱乐应用
智利
俄罗斯
欧洲
IOS 总榜 NO.1
印度 泰国
韩国
日本
越南
菲律宾
Ap p Ap e 年度大奖
马来西亚
印度尼西亚
南非 I OS 总 榜 N O . 1
5.2% 4.9%
浏览器
DAU 10月突破
2亿
首期产品 正式上线
DAU
DAU
7,000万+
DAU是年初 的
宝马 营销策划 经典营销策划方案案例
差异化战略
—— “体验决定一切”
Sheer Driving Pleasure
差异化战略
—— “体验决定一切”
Sheer Driving Pleasure
宝马的品牌精神，源自于宝马的巴伐利亚血统，这种血统 一直是宝马文化和品牌认知不可缺失的部分。
• 关键之一他们有着独立的、不一样的思考方式。宝马标志 本身描绘的就是以蓝天白云为背景的旋转的螺旋桨，宝马 标志的颜色也与巴伐利亚旗帜的颜色相吻合。这种与众不 同使得宝马标志成为汽车业为数不多的动感标志，更具视 觉冲击力。
2011年销量/辆 313，036 232，586 198，520 56，000 47，150 36，087 30，008 24，340 19，075 5，976 1，839 1，000 780 777 342 190
销量增幅/% 37 37 35 9 55 54
72.8 64.6
60 123 95 67 95 62.6 70 72.7
影响不是很明显 短期内影响小公司也注重这方面 的研发 在高端市场影响有限
BMW内部分析
• 公司定位 • 核心价值 • 品牌精神 • 差异化
Sheer Driving Pleasure
公司定位
Sheer Driving Pleasure
• 聚焦于高档细分市场
BMW、MINI及Rolls-Royce 三个品牌全部聚焦于国际 汽车市场中的最高档细分市场。BMW 集团拥有着公司有 史以来最广泛的产品系列，涉及国际汽车市场中所有高档 细分市场领域。
（公共交通系统、 自行车、环保汽车）
Sheer Driving Pleasure
购买者 讨价还价能力 （相对不强）
行业发展驱动因素
整合营销渠道-宝马案例
整合营销渠道-宝马案例此外，宝马通过电子商务渠道来拓展在线销售和服务渠道。
宝马推出了官方网站和手机APP，消费者可以在官网上了解宝马产品、查看车型和配置、预约试驾等。
宝马还在官方网站上提供在线购车、金融方案和售后服务等功能，让消费者可以随时随地方便地购买宝马产品和享受服务。
此外，宝马还与一些知名电商平台合作，如京东、天猫等，在线销售宝马汽车和周边产品，吸引更多的年轻消费者和互联网用户。
最后，宝马通过赞助体育赛事和文化活动来加强品牌与消费者的情感连接。
宝马长期以来一直是一些知名汽车赛事的赞助商，如F1赛事、高尔夫比赛等，通过赛事上的宝马LOGO和品牌宣传，提升品牌知名度和认可度。
此外，宝马还会与一些艺术和文化机构合作，如与国内外知名艺术家合作，推出限量版艺术车，举办艺术展览和音乐会等，吸引潜在消费者和艺术爱好者的关注，增强品牌的高端形象和文化内涵。
综上所述，宝马通过整合营销渠道，包括广告宣传、线下销售渠道、电子商务渠道和赞助活动等，来提升品牌影响力和销售增长。
这些渠道的整合使得宝马能够全方位地与消费者进行互动和交流，满足不同消费者的需求，提升用户体验和满意度。
同时，这种整合营销渠道的策略也使得宝马能够更好地把握市场变化，迅速反应和适应消费者需求的变化，持续增长和领先于竞争对手。
宝马作为一家知名的高端汽车品牌，一直以来都在整合营销渠道方面表现出色。
在全球市场中，宝马通过多种营销渠道来提升品牌影响力和销售增长，这些渠道涵盖了传统媒体、线下销售渠道以及电子商务渠道等多个方面。
在本文中，我们将继续讨论宝马是如何通过这些渠道来提升品牌知名度和销售额的。
首先，宝马通过传统媒体的广告宣传来扩大品牌的知名度。
作为一家全球化企业，宝马在各个市场都进行了大规模的广告投放。
通过电视、广播、报纸和杂志等主流媒体，宝马展示了其产品的独特性和卓越性能，吸引了广大消费者的关注。
这些广告注重创意和情感共鸣，通过讲述故事和展示高品质的形象，塑造了宝马作为豪华汽车品牌的形象，并与消费者产生了情感共鸣。
整合营销渠道——宝马案例
Campaign, response, and financial service data 190 appended individual and household data points
Page - 7
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
Page - 7
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
People who build databases Merge/Purge, Hardware, Software
Creators
People who understand strategy Build loyalty and repeat sales
You need both kinds!
Page - 5
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
The BMW Report Center monitors communications and response from prospects and customers
Measurement includes cost per response and cost per sale
BMW now has the ability to view prospects as well customers in its universe
整合营销渠道宝马案例英共52页PPT资料
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 2019 - 2000 The Internet arrived, but not
Improve the effectiveness of marketing programs in the years 2019 – 2019 in order to:
Deliver short term, incremental revenue through opportunistic marketing programs
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
Page - 2
How BMW Buyers Make Purchase Decisions
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
Page - 7
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整合营销渠道宝马案例
2020/8/1
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Strengthen BMW brand perception at the individual customer level
Core Communications Program
Consumer Communications
Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owner’s Circle Financial Services Programs
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
Reports on the BMW Report Center provide a consistent form of measurement
Cost per lead, response and sale measurement Cross-penetration of product purchases
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Consቤተ መጻሕፍቲ ባይዱructors
People who build databases Merge/Purge, Hardware, Software
increasing effectiveness Develop a consistent process of program
measurement
BMW Relationship Marketing Objectives
Use the marketing database to realize a communications dialogue with both our prospects and our customers
Identification of “low hanging fruit” – programs that can be quickly implemented to generate revenue in the short term
Refinement of customer communications
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Database Marketing Goals
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
customers
Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
automobile and financial services customer
How BMW measures return on investment
Consistent measurement and enhancement of BMW marketing programs
Ability to prioritize prospects and customers based on their likelihood to buy
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
customers Maintain existing BMW household records Keep communication costs down while
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
Systematic use of customized information to attract and retain customers
Facilitate mutually beneficial and relevant information exchanges
Increase owner loyalty and customer acquisition rates
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW
2020/8/1
How brand marketing has evolved
1950 - 2000 Brands built by mass advertising 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. 1996 - 2000 The Internet arrived, but not
Strengthen BMW brand perception at the individual customer level
Core Communications Program
Consumer Communications
Welcome Kit Loyalty Communications Prospect Prioritization/Extending the Dialogue BMW Magazine Enhancements BMW Owner’s Circle Financial Services Programs
Provide a comprehensive view of the automotive and financial services BMW customer
Deliver short term, incremental revenue through opportunistic marketing programs
Reports on the BMW Report Center provide a consistent form of measurement
Cost per lead, response and sale measurement Cross-penetration of product purchases
More information on owners and prospects than BMW has ever assembled before
Powerful tools to support BMW loyalty and prospect conversion programs
Automated communication that supports the Owner Experience
How can BMW card owners increase the lifetime value of the vehicle owners?
Where are the pockets of our most profitable customers?
Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
Consቤተ መጻሕፍቲ ባይዱructors
People who build databases Merge/Purge, Hardware, Software
increasing effectiveness Develop a consistent process of program
measurement
BMW Relationship Marketing Objectives
Use the marketing database to realize a communications dialogue with both our prospects and our customers
Identification of “low hanging fruit” – programs that can be quickly implemented to generate revenue in the short term
Refinement of customer communications
The new marketing database contains a broad range of information on the BMW consumer
Campaign, response, and financial service data 190 appended individual and household data points
Increase customer loyalty through understanding and ability to deliver relevant, timely communication
Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Database Marketing Goals
Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
Return to BMW the cost of the database build Pay for database maintenance going forward Increase the revenue per customer over time Increase the profit per customer Increase the lifetime value of the combined BMW
customers
Relationship Marketing Strategy
The Database
All programs are built on a state-of-the-art customer relationship management database which provides:
Benefits to BMW
Increased communication effectiveness
Integrated database used by all groups
Increased efficiency – The right information to the right customer at the right time
automobile and financial services customer
How BMW measures return on investment
Consistent measurement and enhancement of BMW marketing programs
Ability to prioritize prospects and customers based on their likelihood to buy
BMW Situation III
Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
Which vehicle owners are best targets for credit cards?
2001 Database Marketing Goals
Increase customer loyalty Increase prospect conversion to sales ratio Increase vehicle sales through existing
customers Maintain existing BMW household records Keep communication costs down while
Performance, safety, technology, innovation
Recognition Service Information Convenience Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
Systematic use of customized information to attract and retain customers
Facilitate mutually beneficial and relevant information exchanges
Increase owner loyalty and customer acquisition rates
Reduced communication expense
Fewer pieces mailed with higher effectiveness
Increased customer participation Increased customer satisfaction Increased corporate and center profits A higher level of data from and about BMW