Marketing Analysis And Strategy Of China Luxury Automotive

Since2002when private vehicles were available for family use, the total amount of vehicles during the12years has dramatically grown from20,000,000to100,000,000(including11,450,000of tricar and low-speed truck) by the end of2013, and the average annual growth rate is more than10%. Meanwhile, the luxury automotive market also developed prosperously and made a U model (down first and then return to fast growth). The objective of this thesis is to analyze the future demand and marketing strategy of luxury automotive market by observing the market history and applying statistics theories.According to the problem of macro-micro cause and effect structure of luxury vehicle market, cluster analysis and multivariable regression analysis are conducted to find the key factors for affecting market demand. In the macro aspect, the coefficient of road length is12.025. In the micro aspect, car sales region coefficient is44.974, and coefficient of vehicle producing area is26.864; SUV sales region coefficient is21.284, and coefficient of vehicle producing area is13.645. Comparing with the coefficient of different type of vehicle, we can know that the difference of brand is no longer the key factor of vehicle sales. Because in the luxury vehicle market, the top four brands such as Audi, BMW, Benz and Lexus are well known so that all of them are have high reputation. The difference of vehicle sales spills over into the region market, and consumers are highly sensible of the producing area. Current road constructions of a particular region also affect the number of vehicle directly. This Thesis is to work out the next sales strategy, consumers’incentive and structure adjustment for the planning of macro factors of future market.