整合营销渠道--宝马案例
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整合营销渠道宝马案例
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
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
宝马MINI整合营销案例分析共72页文档
13、遵守纪律的风气的培养，只有领 导者本 身在这 方面以 身作则 才能收 到成效 。—— 马卡连 柯 14、劳动者的组织性、纪律性、坚毅 精神以 及同全 世界劳 动者的 团结一 致，是 取得最 后胜利 的保证 。—— 列宁 摘自名言网
15、机会是不守纪律的。——雨果
谢谢！
51、 天 下 之 事 常成 于困约 ，而败 于奢靡 。——陆 游 52、 生 命 不 等 于是呼 吸，生 命是活 动。——卢 梭
53、 伟 大 的 事 业，需 要决心 ，能力 ，组织 和责任 感。 ——易 卜 生 54、 唯 书 籍 不 朽。——乔 NI整合营销案例分析
11、战争满足了，或曾经满足过人的 好斗的 本能， 但它同 时还满 足了人 对掠夺 ，破坏 以及残 酷的纪 律和专 制力的 欲望。 ——查·埃利奥 特 12、不应把纪律仅仅看成教育的手段 。纪律 是教育 过程的 结果， 首先是 学生集 体表现 在一切 生活领 域—— 生产、 日常生 活、学 校、文 化等领 域中努 力的结 果。— —马卡 连柯(名 言网)
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
汽车营销案例分析
汽车营销案例分析近年来，随着汽车行业的不断发展壮大，汽车营销的重要性也愈发凸显。
作为最具规模和国际影响力的新兴行业之一，汽车行业的竞争也日益激烈。
在这个背景下，怎样进行汽车营销，赢得消费者的青睐，成为了汽车企业不得不面对的问题。
本文将结合实际的汽车营销案例，分析其成功的原因，并提出建议。
1.案例一：宝马X1的成功之路宝马X1是一款面向中产阶层的SUV，其营销成功的原因有以下几点：（1）针对目标人群定位准确。
宝马X1以中产阶层为目标人群，在车的造型、外观设计、配置等方面都与目标人群的需求相符合，从而增加了用户的接受度。
（2）目标营销策略。
宝马X1主打年轻、个性、运动的卖点，特别是在网络营销方面做得非常成功。
专门开设了官方网站、微博、微信等，通过这些渠道让用户更好地了解产品。
（3）与用户打造互动型体验。
宝马X1还注重与用户打造互动型体验，组织不同的活动让用户参加，增强用户与品牌的互动性。
例如，针对X1新车发布的活动，邀请消费者来试乘试驾，并且为活动制作一些有趣的小互动，这些都极大地提升用户的体验感。
2.案例二：特斯拉的智能营销特斯拉是首款采用全电动动力的豪华轿车品牌，其智能营销在汽车营销中可谓独树一帜。
其成功的原因有以下几点：（1）结合用户数据推送个性化信息。
特斯拉可以通过与用户的车况数据进行关联，根据消费者的用车习惯推送个性化的服务信息。
通过打造高品质的用户体验，增强用户对特斯拉品牌的忠诚度，增大品牌价值。
（2）建立智联网生态圈。
特斯拉还建立了完整的智能网联生态圈，使得车辆的智能化程度更高。
特斯拉不断地为其车辆加入全新的功能，例如自动驾驶、语音识别、大屏操作系统等，让消费者对其产生高度的信赖感。
（3）线下点火带动线上热度。
特斯拉宣传有针对性，其在许多城市建立了展示中心，在店内展示车型，设置车辆试驾区域，为消费者提供实物查看、试乘试驾等服务。
同时，特斯拉还通过线下品牌推广活动获取品牌话题热度，提高品牌知名度。
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
案例35 宝马：品牌全球化 营销地方化
案例35 宝马：品牌全球化营销地方化一、案例介绍1．背景：欧共体市场一体化宝马（得国巴伐利亚汽车公司，缩称BMW）是一家出口导向型的得属汽车公司，其产量的2/3皆用出口。
至于出口的主要地区，集中于高度工业化的国家，如欧盟各国、日本和美国。
然而，1993年1月1日后，出口与国内销售之比发生了逆转，因为2/3的产量集中在一体化的欧洲市场销售。
1993年1月1日是欧洲市场一体化形成的标志日期，尽管一体化的真正形成尚需时日，但是在这一阶段，许多汽车制造商已经调整了它们对欧共体市场的销售网络，宝马也不例外。
一体化的政策之一是技术规则定的标准化，这当然是有利无害的。
问题在于市场上的目标群体是否也应该“标准化”。
表面看来，描述公司顾客结构的资料似乎表明公司的目标群体大同小异：宝马公司的顾客基本上都受过一流教育，他们要么身居高位，要么是自由专业人士，二者皆属高收入阶层。
事情是不是真的如此简单呢？当时的欧共体12个成员国家有9种语言，11种面值不同的货币，即使在1993年之后，欧元（ECU）也不可能成为支付手段。
公司的现有目标市场虽然集中于工业化国家，但也有农业占相当比重的国家，在这些国家，人们的生活方式迥异，生活水平悬殊。
就居民人均国内生产总值来讲，贫与富地区相差五倍有余。
不管和谐统一多么重要，千百年来发展起来的文化、传统和生活方式的差异永远不会消亡。
由此可见，不存在什么偏好与购买力一致的所谓“欧洲消费者”。
虽然关于欧共体一体化的管理方案于1993年1月1日生效，但人们的个性特征不会因此而被抹平，不同民族的精神上的差异也不会因此而消除。
有鉴于此，宝马公司认为应在各个地方市场上做到入乡随俗。
2．寻找“欧洲品牌”（1）为什么需要欧洲品牌BMW决议要成为一种出类拔萃、个性鲜明的产品，要在15%的高档轿车市场中独占鳌头。
经过多年艰辛的努力，宝马在世界上已经创立了一种轮廓鲜明的形象。
不过，创立一种驰名世界的品牌形象是一回事，在某一特定市场上成功地销售又是另一回事。
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
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u The new marketing database contains a broad range of information on the BMW consumer
u Campaign, response, and financial service data u 190 appended individual and household data points
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets foቤተ መጻሕፍቲ ባይዱ credit cards?
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
u Provide a comprehensive view of the automotive and financial services BMW customer
u Deliver short term, incremental revenue through opportunistic marketing programs
u Measurement includes cost per response and cost per sale
u BMW now has the ability to view prospects as well customers in its universe
u This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
BMW Database Marketing Goals
u Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
整合营销渠道--宝马案例
2020年4月22日星期三
How brand marketing has evolved
u 1950 - 2000 Brands built by mass advertising u 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. u 1996 - 2000 The Internet arrived, but not
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
u Constructors
People who build databases Merge/Purge, Hardware, Software
integrated with DBM or mass advertising u 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
u BMW customers want:
u A realization of the brand promise
BMW Situation II
u BMW now has a central system of measurement
u The BMW Report Center monitors communications and response from prospects and customers
u Performance, safety, technology, innovation
u Recognition u Service u Information u Convenience u Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
u How can BMW card owners increase the lifetime value of the vehicle owners?
u Where are the pockets of our most profitable customers?
u Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?
u Campaign, response, and financial service data u 190 appended individual and household data points
u Increase customer loyalty through understanding and ability to deliver relevant, timely communication
u Secure BMW’s place in its customers’ lives by identifying which households are good targets for additional BMW purchases
BMW Situation III
u Allowing a full view of the BMW customer delivers smarter targeting and profit-generating up sell and cross sell opportunities
u Which vehicle owners are best targets foቤተ መጻሕፍቲ ባይዱ credit cards?
u Creators
People who understand strategy Build loyalty and repeat sales
u You need both kinds!
Situation Analysis
u In 2000, BMW built a robust customer and prospect database designed to:
u Provide a comprehensive view of the automotive and financial services BMW customer
u Deliver short term, incremental revenue through opportunistic marketing programs
u Measurement includes cost per response and cost per sale
u BMW now has the ability to view prospects as well customers in its universe
u This allows BMW to view the full shopper-owner cycle from first point of contact, through sale and cross sale
BMW Database Marketing Goals
u Improve the effectiveness of marketing programs in the years 2001 – 2003 in order to:
整合营销渠道--宝马案例
2020年4月22日星期三
How brand marketing has evolved
u 1950 - 2000 Brands built by mass advertising u 1985 - 2000 Database Marketing arrived, but
not integrated with mass advertising. u 1996 - 2000 The Internet arrived, but not
+b (perceived brand value) - c (money cost) - d (time or inconvenience)
Two kinds of database marketing people
u Constructors
People who build databases Merge/Purge, Hardware, Software
integrated with DBM or mass advertising u 2001 BMW brings them all together
BMW Buyers Not Necessarily Driven by Price
u BMW customers want:
u A realization of the brand promise
BMW Situation II
u BMW now has a central system of measurement
u The BMW Report Center monitors communications and response from prospects and customers
u Performance, safety, technology, innovation
u Recognition u Service u Information u Convenience u Helpfulness
How BMW Buyers Make Purchase Decisions
Personal Profit from Purchase = a (usefulness of product)
u How can BMW card owners increase the lifetime value of the vehicle owners?
u Where are the pockets of our most profitable customers?
u Which customers will deliver additional revenue through financial services products after they have disposed of their BMW?