Research On Marketing Strategy Of Mercedes Benz In China

Since 2000,China’s automobile production has exploded.From 2009 to 2017,China’s passenger car sales ranked first in the world for nine consecutive years,and China has become the world’s largest automobile market.Mercedes Benz has made great achievements since entering the Chinese market,and has tied with BMW and Audi as a first-line luxury automobile brand.Nowadays,automobile enterprises are facing more fierce competition.In the era of mobile Internet,people’s thinking mode,catalyst habit and communication mode are all changing dramatically.Enterprises need to redefine their marketing strategies to adapt to the new business environment and market trend.Starting from the theoretical and practical background,this paper takes Mercedes Benz as the research object.First of all,through the pest model,it expounds the external environment of the automobile industry,whose external macro environment is also constantly changing-laws and regulations guide the industry to develop in the sustainable direction of energy conservation and environmental protection,the growth of national income level creates opportunities for the automobile industry,and the regional economic development is unbalanced The diversification of automobile consumption demand and the increasing development of Internet technology provide a new marketing communication channel;secondly,using Porter’s five forces model to analyze the industrial environment of Mercedes Benz,mainly focusing on the threat of potential entrants and the fierce competition within the industry;thirdly,this paper takes 4P theory as the main research theory,including products,prices,distribution channels and promotion.Analyze the current situation of Mercedes Benz’s marketing in China from four dimensions of marketing mix,pointing out the shortcomings of its frequent product rights maintenance events,weak channel control,and unsatisfactory advertising effect in terms of "high cost,low transformation".Around these problems,in chapter five of the paper,it puts forward suggestions for optimization and improvement of marketing strategies on products,product strength,and quality control In terms of price,realize the balance between value and price by improving value;in terms of channel,expand the distribution of dealers,improve the relationship with dealers,and strengthen the construction of network channel;in terms of promotion,strengthen the evaluation of advertising effect mainly from advertising.It is hoped that it will be of certain reference value to Mercedes Benz enterprises,help to improve their sales volume and customer loyalty in the Chinese market,and also provide reference for the marketing work of domestic automobile enterprises.There are 7 pictures,12 tables and 33 references.