Research On Marketing Strategy Of Porsche High - End Passenger Car Hohhot

On behalf of Porsche as German high-end passenger car passenger car, entered the China market soon, have achieved good performance. In China automobile industry development is not mature, Chinese consumers for the German high-end car passenger extremely popular case, study German high-end passenger car passenger car Porsche market development and marketing strategy appears to have a strong research value.This paper around the "market oriented", from the high-end passenger car industry a big environment, combined with the specific circumstances Hohhot high-end passenger car industry to the overall marketing strategy on the development, changes and future trends were effective prediction, especially for high-end passenger car market are analyzed in detail. Through the industry characteristics and their own brand characteristics, according to the current situation of market competition in the same industry brand, the use of SWOT analysis tool to Porsche high-end passenger cars at present advantages, disadvantages, opportunities, threats of in-depth analysis, and summarizes the corresponding Porsche high-end passenger car marketing strategy, provide the basis for the next step of marketing planning. Through the formulation of the Porsche high-end passenger car marketing strategy, target market and market positioning clear brand, to Porsche high-end passenger car product strategy, positioning strategy, distribution channel strategy, brand communication strategy in detail, the experiential marketing and service marketing as a supplement, the paper clarifies the marketing combination strategy Porsche.Entered in twenty-first Century second ten years, the car as a common means of transportation has entered the common people family. With the continuous growth of the economic income and consumption upgrade, the past five years, the high-end passenger car this segment of the market with the rapid growth of the annual two digits, with the 100 year history of the German three high-end passenger car brands occupy more than 70% market share, increasingly fierce competition virtually raised the new the high-end passenger car brand to enter the threshold. The thesis first introduced the present our country high-end passenger car industry and Hohhot high-end passenger car market in 2013: the current situation of the development of China auto market production and sales grew respectively 0.84% and 2.3%, and 32.44% in 2010 and 32.37% in 2013 compared to appear to drop considerably, the high-end passenger car market is still maintained a high growth momentum, the growth rate reached 39.3%. 4 times the overall growth rate of passenger car. This seems to indicate that the automobile industry has entered a new stage, showing the high-end passenger car brand sales process, high-end car passenger car market segments of the battle is also increasingly fierce.Porsche high-end passenger car macro marketing environment Hohhot area(PEST) analysis is mainly from the following aspects: political environment, economic environment of population, social and cultural environment, technical environment. And in its advantages, disadvantages, opportunities and threats are analyzed, through the SWOT analysis can determine, Hohhot city Porsche company currently internal weaknesses is more serious, and the external opportunities, so shall be preliminarily consider reducing internal weaknesses, seize the opportunity to obtain further development.