创意传播视角下的借势营销对企业影响研究以奔驰汽车为例
目 录
Abstract
With the rapid development of the Internet and mobile terminal, the traditional advertising effect is weakened. But the Internet and mobile terminal development in this premise, the brand information known by consumers this problem, provide a place for just an occasion to marketing.
Mercedes Benz has achieved extraordinary publicity in the two Internet advertising in 2016, mainly due to it in two ad are used in taking advantage of the marketing strategy. The Mercedes Benz Mercedes Benz brand is taking advantage of the marketing information into the popular consumer environment, and with the spread of power and creativity of consumers creative communication to guide the consumer market. But what is brought to the enterprise Benz taking advantage of the marketing effect after the specific impact is what this is worthy of our in-depth study.
This paper analyzes the Benz occasion marketing case, from the public attention, several aspects of sales an
*好棒文|www.hbsrm.com +Q: 3 5 1 9 1 6 0 7 2
eting effect after the specific impact is what this is worthy of our in-depth study.
This paper analyzes the Benz occasion marketing case, from the public attention, several aspects of sales and corporate image to analyze the influence brought to the enterprise by taking advantage of the marketing strategy under the background of creative communication. And through the analysis to the problems in the process of marketing occasion, the dissemination of knowledge according to the creative countermeasures. Relevant theories can not only enrich the occasion marketing, can also provide guidance for taking advantage of marketing strategy utilization enterprise.
Key words: Creative communication; Marketing occasion; Mercedes Benz
一、前言
（一）研究背景
在2016年宝马100周年之际，奔驰为宝马送上了生日祝福“感谢100年来的竞争，没有你的那30年其实感觉很无聊。”表面上是送祝福，但字里行间却透露出奔驰比宝马历史更悠久的优越感。面对这样的挑衅，宝马当然不能逆来顺受，于是宝马回应“君生我未生，我生君已老！”趁此机会奥迪也迅速发布广告语“君生我未生，我生君已老，你恨我生迟，他恨我生早”，于是2016年第一场营销大战爆发。
2016年8月，奔驰为旗下的E级轿车上市发布了宣传海报“过五关斩六将，全新梅赛德斯—奔驰长轴距E级车文武双全”，这一宣传海报隐晦曲折的剑指宝马5系和奥迪A6。因为奔驰E级的主要竞争对手就是宝马5系和奥迪A6，这一海报不仅为自己的轿车进行了宣传，同时也在宣传上对宝马奥迪进行了打击。网友为宝马迅速回应道“大E失荆州，失E走麦城，无宝马不英雄”，对奔驰的勇猛进行了负面攻击。虽说主人公勇猛天下但是也有失意的时候，而且坐骑赤兔不可谓不是宝马。运用同一主人公的双面性回应，不仅打击了奔驰的嚣张气焰也说出了自己的得意之处，可谓神来之笔。宝马奔驰之争必有奥迪，果不其然，不出半小时奥迪推出自己的宣传海报“群雄逐鹿，奥世天下，岂可轻迪”，一出三英会如期上演。[1]
奔驰汽车的两次营销活动看似平常，但却巧妙运用了借势营销的策略，第一次为借宝马一百周年庆典活动，第二次为借同重量级汽车品牌的竞争之势。两次营销在给人们带来笑料之余，也使奔驰汽车赢得了消费者的关注，从而达到销量的增长与突破。
当今互联网与移动终端的发展导致传播者与传播渠道爆炸性增加，企业在面对众多具有传播能力的消费者时怎样做到让消费者为自己传播的品牌信息买单，这看似简单的问题却有无数的难题。但是奔驰汽车做到了，它以一种消费者喜闻乐见的借势营销做到了，不仅传播了品牌信息还带来了销量的增长。鉴于此，本文以奔驰汽车借势营销为例，从公众关注度、销售量以及企业形象几方面来分析创意传播背景下运用借势营销策略给企业带来的影响。同时通过分析发现借势营销过程中容易出现的问题，并对此根据创意传播知识提出对策。
Abstract
With the rapid development of the Internet and mobile terminal, the traditional advertising effect is weakened. But the Internet and mobile terminal development in this premise, the brand information known by consumers this problem, provide a place for just an occasion to marketing.
Mercedes Benz has achieved extraordinary publicity in the two Internet advertising in 2016, mainly due to it in two ad are used in taking advantage of the marketing strategy. The Mercedes Benz Mercedes Benz brand is taking advantage of the marketing information into the popular consumer environment, and with the spread of power and creativity of consumers creative communication to guide the consumer market. But what is brought to the enterprise Benz taking advantage of the marketing effect after the specific impact is what this is worthy of our in-depth study.
This paper analyzes the Benz occasion marketing case, from the public attention, several aspects of sales an
*好棒文|www.hbsrm.com +Q: 3 5 1 9 1 6 0 7 2
eting effect after the specific impact is what this is worthy of our in-depth study.
This paper analyzes the Benz occasion marketing case, from the public attention, several aspects of sales and corporate image to analyze the influence brought to the enterprise by taking advantage of the marketing strategy under the background of creative communication. And through the analysis to the problems in the process of marketing occasion, the dissemination of knowledge according to the creative countermeasures. Relevant theories can not only enrich the occasion marketing, can also provide guidance for taking advantage of marketing strategy utilization enterprise.
Key words: Creative communication; Marketing occasion; Mercedes Benz
一、前言
（一）研究背景
在2016年宝马100周年之际，奔驰为宝马送上了生日祝福“感谢100年来的竞争，没有你的那30年其实感觉很无聊。”表面上是送祝福，但字里行间却透露出奔驰比宝马历史更悠久的优越感。面对这样的挑衅，宝马当然不能逆来顺受，于是宝马回应“君生我未生，我生君已老！”趁此机会奥迪也迅速发布广告语“君生我未生，我生君已老，你恨我生迟，他恨我生早”，于是2016年第一场营销大战爆发。
2016年8月，奔驰为旗下的E级轿车上市发布了宣传海报“过五关斩六将，全新梅赛德斯—奔驰长轴距E级车文武双全”，这一宣传海报隐晦曲折的剑指宝马5系和奥迪A6。因为奔驰E级的主要竞争对手就是宝马5系和奥迪A6，这一海报不仅为自己的轿车进行了宣传，同时也在宣传上对宝马奥迪进行了打击。网友为宝马迅速回应道“大E失荆州，失E走麦城，无宝马不英雄”，对奔驰的勇猛进行了负面攻击。虽说主人公勇猛天下但是也有失意的时候，而且坐骑赤兔不可谓不是宝马。运用同一主人公的双面性回应，不仅打击了奔驰的嚣张气焰也说出了自己的得意之处，可谓神来之笔。宝马奔驰之争必有奥迪，果不其然，不出半小时奥迪推出自己的宣传海报“群雄逐鹿，奥世天下，岂可轻迪”，一出三英会如期上演。[1]
奔驰汽车的两次营销活动看似平常，但却巧妙运用了借势营销的策略，第一次为借宝马一百周年庆典活动，第二次为借同重量级汽车品牌的竞争之势。两次营销在给人们带来笑料之余，也使奔驰汽车赢得了消费者的关注，从而达到销量的增长与突破。
当今互联网与移动终端的发展导致传播者与传播渠道爆炸性增加，企业在面对众多具有传播能力的消费者时怎样做到让消费者为自己传播的品牌信息买单，这看似简单的问题却有无数的难题。但是奔驰汽车做到了，它以一种消费者喜闻乐见的借势营销做到了，不仅传播了品牌信息还带来了销量的增长。鉴于此，本文以奔驰汽车借势营销为例，从公众关注度、销售量以及企业形象几方面来分析创意传播背景下运用借势营销策略给企业带来的影响。同时通过分析发现借势营销过程中容易出现的问题，并对此根据创意传播知识提出对策。
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