奔馳、寶馬決戰(zhàn)小型車
ALEX TAYLOR III
2012-07-16
奔馳和寶馬兩大頂級(jí)德系品牌為了爭(zhēng)奪新的細(xì)分市場(chǎng)正在展開針鋒相對(duì)的競(jìng)爭(zhēng)，不過從目前來看，兩者各有千秋，一時(shí)還很難分出勝負(fù)。
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4.增長(zhǎng)：增值車型 ????寶馬X1等派生車型給寶馬的增長(zhǎng)帶來了不小的推動(dòng)力。X1是在寶馬1系（上圖）的基礎(chǔ)上衍生出的一款跨界車。梅塞德斯的增長(zhǎng)則主要來自它的核心車型——C級(jí)、E級(jí)和S級(jí)。這一點(diǎn)令人印象深刻，不過伯恩斯坦研究公司（Bernstein Research）的分析師們認(rèn)為，如此依賴核心車型，表明了奔馳存在缺乏想象力的毛病。這也迫使奔馳不得不花更大的力氣推動(dòng)銷量，出臺(tái)各種激勵(lì)手段，而且開始依賴出租車公司等批量客戶。 優(yōu)勢(shì)方：寶馬 |
4. Growth: Incremental Models ????BMW's growth has been driven by spinoff models like the X1 -- a crossover derivative of the popular 1-series (above). Mercedes gets its growth from its core models -- C-class, E-class, S-class. That's impressive, but analysts at Bernstein Research believe that focus shows a lack of imagination and has forced Mercedes to push sales harder with incentives and deliveries to fleets like taxi companies. Advantage:BMW |
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