Marketing Strategy And Trend Of Chinese Luxury SUV Model Field

Since China became the biggest auto market in 2009,it has kept the momentum for over 9 years.Though the auto industry has entered the maturity stage,SUV and luxury vehicle segment begin their growth stage because they are late starting.To gain more market share in Chinese market,all automotive OEMs and dealers has been focusing on marketing,hoping for winning customers from more perspectives.Accompany with auto industry's development,the internal and external environment are changing as well: under the supervision of laws and regulations,the auto industry gets develop healthily;the rising of disposable income provide more potential for auto industry;the evolution of internet also offer new channels for marketing;and the competitors from both internal and external also try to challenge the order of the market.With great opportunities and challenges,the marketing activities of Chinese auto industry will greet the modification and revolution as well.Mercedes-Benz,the most historical auto brand among the world,has always leading the development of both technology and marketing in auto industry.Based on Chinese prosperous auto industry,Mercedes-Benz also achieves enormous success in China.In 2017,Mercedes-Benz makes a great breakthrough in China by achieving over 600,000 unit yearly sales amount.After around 60 months continues growth,the gap between Mercedes-Benz and its competitors,BMW and Audi,has been narrowed.Regarding the high-speed development of auto industry and the potential of luxury SUV segment,this essay will choose luxury SUV segment as research object,use 4P theory as analysis tools,and study on marketing strategy including Product,Price,Place,Promotion of luxury SUV segment combining Mercedes-Benz's marketing strategy in China.The essay will also forecast the marketing activities trend according to macroenvironment and industry environment,so to provide references for both OEMs and dealers' marketing strategy.