Research On Marketing Strategy Of Expensive Cars In China

Along with China being a country owning a big car consumer number gradually, developing the sound car marketing mode has already seem to be urgent.It has much realistic meaning to provide some experience or lessons using for reference for the development of Chinese car industry by researching the marketing mode of Benz car. This text do our analyse from two aspects as marketing conception of the domestic and international and the marketing strategy change of Benz car.its purpose lie in that provide reference modes to the development of Chinese car industry on one side, also indicate a direction for the development of the Chinese car industry on the other side.This article is divided into six chapters. The first chapter of exordium is the introduction of this study's background, significance, domestic and foreign research and research methods. Car sales in the second chapter is devoted to the theoretical basis of car marketing, first set out three changes of the marketing conception from the production-oriented to market-oriented, market-driven competition to the competition-oriented marketing, from the competition-oriented marketing to experiential marketing; and then elaborate on the changing trends of the concepts of modern marketing; Chapter III is the analysis of Chinese market of the high-level car, including marketing condition, industry competitors of Mercedes-Benz car - Audi, BMW and Lexus, and an analysis of high-level sedan's market situation and prospects, as well as the Mercedes-Benz sedan market choice; Chapter IV is Analysis of the Mercedes-Benz cars' China market status, the problem and the causes; Chapter V is the Mercedes-Benz cars' SWOT analysis in Chinese market, analye the Mercedes-Benz sedan s' competitive strengths and weaknesses, opportunities and threats; Chapter VI is the improve of Marketing strategy of the Mercedes-Benz sedan to develop the China market, mainly advise Mercedes-Benz to face the reality ,adjust marketing ideas and develop new marketing strategies. This study not only to provide a reference for Mercedes-Benz but also to provide a reference model for our car's marketing strategy.