Research On The Marketing Strategy Of Lexus In China

Taking Lexus as an example,this paper analyzes in detail the situation and problems encountered in the marketing process of luxury brand cars in China,as well as the corresponding solutions and strategies.It can be used for reference in the sales of other similar luxury brands in China.First of all,through the research of marketing theory and the study of relevant literature of luxury car sales at home and abroad,this paper leads to the research of Lexus car marketing strategy in China.How to achieve the brand positioning and sales growth of luxury cars depends on effective strategy formulation is an important purpose of the study.Then it introduces the brand status and development process of Lexus,and establishes the basis for brand research.Next,it analyzes the current marketing situation and marketing environment of Lexus in China,mainly from the perspective of STP and 4P.From the perspective of STP,it analyzes the market segmentation,target market selection and market positioning of Lexus.In the 4P perspective,it analyzes Lexus' s product strategy,pricing strategy,channel strategy and promotion strategy,and summarizes the existing problems and shortcomings from different perspectives.As for the marketing environment of Lexus in China,we make a comprehensive analysis from the macro and micro perspectives to determine the market environment of Lexus.Finally,on the basis of summarizing the current marketing situation of Lexus in China,combined with the Chinese market environment where Lexus is located,some optimization suggestions are put forward for the sales of Lexus,so as to further improve the marketing of Lexus and promote the sales growth and brand promotion of Lexus in China.In this paper,the marketing strategy of Lexus car in China is studied.Based on the analysis of the existing marketing strategy of Lexus car and the research of the market environment of luxury car in China,the problems existing in the existing marketing strategy of Lexus car and the development opportunities existing in the market of luxury car in China are analyzed.The product strategy is combined with the brand characteristics and differentiation advantages of Lexus car To optimize the marketing suggestions from the perspectives of strategy,pricing strategy,channel strategy and promotion strategy,to further optimize the product structure,improve the price layout,broaden the sales channels,and innovate the marketing mode,so as to promote the sales volume and brand value growth of Lexus in the Chinese market from various aspects.Help Lexus to further develop in the Chinese market and step into the first tier of luxury brands.