摘要:汽车产业是国民经济重要支柱产业，涉及面广、关联度高、消费拉动大，对促进相关产业和国民经济平稳较快发展，具有重要意义。论文以宝马汽车为研究背景，试图通过定量和定性相结合的方法，综合运用营销管理知识，通过对营销环境、消费者心理和行为以及竞争的深入分析，力图把握市场特征和未来趋势，了解消费者心理需求和行为，识别汽车产品对顾客的价值，从而制定出恰当的品牌营销策略方案。

　　　本文通过对这一问题进行深入研究，通过研究宝马汽车的品牌营销战略。此外，本文为中国汽车市场中的小型车的世界市场的品牌定位也提供一些指导建议，希望相关的汽车厂商可以在本文中得到一定的启示，选择适合自己企业的营销手段，提高自己企业的市场竞争力。

关键词：品牌营销 汽车营销 定价 品牌定位

Abstract:The automotive industry is an important pillar industry of national economy, involving a wide range associated with high consumption pulling large, related industries and the national economy to promote stable and rapid development of great significance. BMW thesis research background, trying to combine quantitative and qualitative methods, the integrated use of marketing management knowledge, through the marketing environment, consumer psychology and behavior, and in-depth analysis of competition, trying to grasp the characteristics of the market and future trends, understand consumer psychological needs and behaviors, identify the value of automotive products to the customer, so as to formulate the appropriate marketing strategy plan.

　　　This essay conducted in-depth study on this issue by studying the BMW brand marketing strategy. In addition, this is China's auto market in the world market for small car brand positioning also provides some guidance suggestions that can be related to the automobile manufacturers in this article to get some inspiration, choose their own business marketing means to improve their own business in the market competitiveness.

Keywords: brand marketing, brand positioning Automotive Marketing Pricing