Research On Marketing Strategy In Mercedes Benz Star Elite

Mercedes-Benz launched Star Elite in Nov11th2011, which is a Pre-Owned luxury brand affiliated to Mercedes-Ben and well-tailored for the Chinese luxury vehicle market. It means Mercedes Benz officially get into Chinese second-hand car market business. However, due to Chinese used car market is still in the initial stage of development and the lack of supervision, private used car dealers take advantage of information asymmetry to gain the profit but reduce the credit. A used car market which is lack trust and credit is main problem that Mercedes-Benz facing.In this essay, analyze the present situation of the used car market and Mercedes Benz star Elite’s current marketing strategy, found out that a series of problems like lacking of transaction transparency, homogeneity of Star Elite used car, the source of used car cannot satisfy the needs of customer, unitary channel of distribution and so on. In order to find a suitable marketing strategy for Mercedes Benz star Elite, research on the current situation of China used car market, strategy of certified used car brand and combined it with the result of consumer characteristics and consumer evaluation for Mercedes Benz star Elite, found out transparent transactions and guaranteed after-sales service is essential to consumers in used car purchase process.In view of the above, suggest the modification for marketing strategy and market position. On one hand, suggest that modify the current market strategy via financial product to reduce consumers’ price sensitivity highlight the difference of products. Relying on the4S shop channel strategy and introducing electronic business platform to reduce the search cost enhance the publicity effect. Enhance consumer credit on used car via transparent pricing strategy. Improve the brand position, enhance consumer cognition and evaluation on the Mercedes Benz star Elite. On the other hand, China’s second-hand car market is still in the primary stage of development, still lack of national policy guidance and mature used car model, in the essay, hoping to provide reference for study and develop of the certified used car brand and hoping it could be an contribute to the China second-hand car market.