This strategy of customer value creation demonstrates an opportunity captured through linking with a wider market devoid of eroding the core purpose and positioning of the parent company BMW.
Consumer culture theory advocates a range of co-productive actions in consumer collectives organized in the order of market-mediated cultural products that get away from several facets of marketers’ instant control and make no straight input to marketing competence or effectiveness as traditionally described (Muñiz and Schau 2007). From the perspective of this theory customer value creation practices of brand are explicitly linked to improved or enhanced utilization of the focal brand. The salespeople within the dealerships of MINI brand have to share the technical information as regards the vehicles whilst speaking with and selling to the MINI driver. This all-inclusive brand culture goes through from cradle to grave from the MINI production to sales process. Moreover, as per consumer culture theory, strategies may well be suggested as grooming, customizing, and commoditizing. More importantly, MINI brand presents a true example of grooming where customers of this brand share homemade tools and advice to healthier dirt-free their cars and display their shared pride. This most likely allows brand enthusiasts to attach with each other and go halves a true passion for the brand.
这个顾客价值创造策略演示了通过连接一个更广阔的市场没有侵蚀的核心目的和母公司宝马定位捕获一个机会。
消费文化理论提出了一系列的消费者集体组织在市场秩序有限生产行为介导的文化产品，摆脱对营销人员的即时控制几个方面并没有直接输入到营销能力或有效性作为传统的（亩ñIZ和肖的2007）。从这一理论的顾客价值创造实践品牌的角度来看是显式链接到改善或增强的焦点品牌利用。在MINI品牌经销商的销售人员分享技术信息方面的车辆而说的，卖的迷你驱动程序。这所有的包容性的品牌文化经历了从摇篮到坟墓的小型生产到销售过程。此外，根据消费文化理论，策略可能被建议作为修饰，定制，与商品化。更重要的是，MINI品牌提出了一个真实的例子，疏导这个品牌分享自制的工具和建议健康的污垢免费汽车和显示他们共同的骄傲的客户。这很可能使品牌爱好者重视彼此平分为品牌真正的激情。
