摘 要
随着新的客户群不断涌现以及客户需求的日益多样化，奔驰汽车亟
需找到一条延伸品牌价值、拓展品牌内涵的道路，以适应个性化、差异
化的消费趋势。在快速消费品营销领域，品牌联合作为实现这一意图的
有效手段已得到广泛应用，并引起学术界的关注。借鉴品牌联合的现有
理论和商业实践，本文试图结合汽车行业的特点、奔驰在中国的总体战
略、以及奔驰消费者的行为分析，提出一套符合汽车行业发展特点的品
牌联合策略。

关键词：品牌联合、汽车营销、消费者行为分析
ABSTRACT
It is imperative for Mercedes-Benz needs to extend its brand value in
order to keep up with the emerging trend of diversified customer segments
and personalization. Co-branding, which is a focus of recent marketing
study, has been proven successful to serve the mentioned purpose in FMCG
industry. This article strives to identify a set of feasible co-branding
strategies for Mercedes-Benz to capture the huge opportunities in China,
based on customer behavior analysis, co-branding theory & best practise,
together with the overall business strategy of Mercedes-Benz in China.
KEY WORDS: co-branding, automotive marketing, customer behavior
analysis