Research On The Optimizing Automobile Marketing Strategy Of The Porsche Centre Quanzhou

With the post-epidemic economic environment since the outbreak of COVID-19 two years ago and the rapid development of new media and new retail,the growth rate of local sales in Quanzhou Porsche Center has not kept pace with the growth rate of the national luxury car market,and it is also under pressure from the group’s high-growth task.After several years of running,the current marketing strategy and status also exist various problems.The pressure brought by the above aspects requires us to further study and analyze the marketing strategy of Porsche Center Quanzhou and optimize its marketing strategy,so as to achieve the enterprise goal of further increasing sales share and enhancing profitability of Porsche Center Quanzhou.The research object of this thesis is Porsche Center Quanzhou,a manber of Shanghai Yongda Automobile Holding Group Co.,LTD.It is the only authorized dealer of Porsche China in Quanzhou city,Fujian province at present.Established in 2013,it has served more than 4000 customers and gained a certain market share and customer accumulation in the local market.This thesis will find the existing marketing problems and difficulties by analyzing the current internal environment,market operation status,goods and after-sales service status of Porsche Center Quanzhou.Based on the marketing mix theory,PEST,Porter five Forces model and SWOT model are used to analyze the application of automobile marketing strategy in the luxury car segment market.Through the questionnaire survey and analysis of quanzhou Porsche customer data,it sums up with local characteristics of the customer portrait.Combining the characteristics of the brand with the trend of the development of the new era,using new marketing channels and tools,we put forward how to optimize the automobile marketing strategy for the porsche brand in quanzhou market from the product strategy,price strategy,channel strategy,promotion strategy four aspects.Finally,the thesis puts forward the implementation safeguard measures from three aspects of organization,facility technology and supply cooperation.The research of this thesis has a broad reference significance for the marketing of luxury cars and other high-end products in Quanzhou.It also has an important practical reference significance for the marketing analysis for the other 18 Porsche centers and more than 40 luxury brand 4S stores of Shanghai Yongda Automobile Group.It has specific operational guiding significance for Quanzhou Porsche Center’s long-term development and sustainable growth of income and profit.