Marketing Strategy Research Of Mercedes-benz GLA SUV In China

In recent years,Sports Utility Vehicle(short for SUV)as one part of C hinese passenger car market,continuously grow at a high growth rate.Now more and more car manufacturers begin to enter the field of SUV market,Mercedes-Benz headquarter in Germany launched a brand new model imported GLA compact SUV in C hinese market in Nov.2014,after that owing to the importance of Chinese market,domestic GLA compact SUV was produced by Sino-German joint venture company Beijing Benz Automotive CO.LTD.Then it launched in Chinese market in Apr.2015.During this period,the sales of GLA compact SUV and its market awareness in C hina did not achieve the desired expectations.But the competition in this segment market is very fierce,hence how to develop effective marketing strategy is the key point.This thesis will use many theories like marketing theory,4P,4C theory,Consumer Behavior Theory and etc.to analyze the consumer groups?their consumption characteristics?product features and policy environment,etc.Then point out the problems of marketing strategy of Mercedes-Benz GLA SUV in C hina,put forward the principles and objectives of the optimization of GLA SUV marketing strategy,at last give suggestions on how to improve marketing strategy.Hope it can provide some references to Mercedes-Benz Company,so as to enhance the sales of GLA compact SUV in China and improve customer loyalty.