| In the past 40 years,especially since China’s accession to the WTO,China’s Luxury car industry has undergone tremendous changes.In order to ensure the healthy development of the automotive industry,the country has made a comprehensive plan and successively introduced tax policies,license plate restrictions,and other policies.In this context,it is urgent for Luxury car to develop more practical marketing strategies to seize market share in the mainland market.This paper aims to explore the marketing strategy of luxury car series in China in a more comprehensive and systematic way by selecting Mercedes Benz and BMW as models through Case study,so as to provide scientific basis and reference value for the future marketing of luxury car series and the development of China’s local automobile industry.The first chapter of this article is an introduction,mainly introducing the research background,significance,and methods.At the same time,a systematic review of previous relevant research is also provided;Chapter 2 discusses the relevant concepts and theoretical foundations;Chapter 3 introduces the current marketing situation of Mercedes Benz and BMW in China,mainly from the aspects of company overview,marketing environment,STP strategy selection,etc;Chapter 4 is a comparison of marketing strategies,mainly through questionnaire surveys and the use of the 4P theory to conduct a comparative analysis of the marketing strategies of Mercedes Benz and BMW;Chapter 5 is about issues and suggestions,proposing corresponding countermeasures and suggestions for the marketing strategies of Mercedes Benz and BMW.Although this article attempts to comprehensively explore the marketing of luxury car series in China using Mercedes Benz and BMW as models,there are still many shortcomings,such as insufficient sample size in questionnaire research and insufficient representativeness of selected research cases.It is hoped that this research can provide some reference for Luxury car brands and Chinese local brands to formulate marketing strategies in China.At the same time,this paper will continue to focus on Luxury car marketing related issues and make more innovations in the future. |
