Research On The Performance Of Differentiation Strategy Of Porsche (China) Motor Ltd.

Porsche is the most profitable auto company in the world in2012with a profit rate of20.5%. As a medium and small size auto company, Porsche focuses on producing racingcar which is only popular by a small consumer group. In2001, did Jebsen introducePorsche into mainland China with establishing the first Porsche center in Beijing. ThenPorsche expanded its sales and service network rapidly in mainland China which hasbeen the market with the highest sales growth rate for consecutive11years within globalrange. From the development path of Porsche in China, we can find the differentiationstrategy contributes to its success.The performance appraisal system plays a very important role in managingenterprise. The theories concerned have been developed greatly within the latest13years, and the performance prism as one of its most representative theories has beenpopular in recent years. The performance prism, focus on the stakeholders, has provideda brand new performance frame with complete and comprehensive appraisal indicators,which reflects the new conception of appraising and calculating enterprise’sperformance.Herein, we study the differentiation strategy of Porsche (China) Motors Ltd. in thepapers with PEST analyzing the external environment of the company and identifyingthe chances and challenges and with SWOT tools to find the strengths, weakness,challenge and thread. Then we will conduct analysis and description on itsdifferentiation strategy, the core strategy of the company. At last the performance prismtheory will be employed to analyze the differentiation strategy of Porsche (China)Motors Ltd. Since it is the first that the performance prism theory is used to appraise theauto sales and service end network of automobile, in order to make the appraisal resultis more convincing, we search a great amount of data on investors, suppliers, customers,employees, government and communities, and process the data by no-dimensionanalysis methods. Hope the papers can give some reference to self-owned brands’developing high end marketing.