浅析豪车在中国市场的营销策略-以保时捷为例_英语论文                        

Analysis of The Marketing Strategies of Luxury Cars in China—Porsche as An Example    

摘要

改革开放几十年时间里国内宏观经济获得了跨越式发展，这一背景下国内人均收入不断增加且购买力也不断增强。自进入新世纪以来，中国市场对于汽车的实际需求不断攀升，国内市场也成了汽车销售的一片“蓝海”。 全球国际汽车巨头积极进入发展潜力巨大的中国市场，使得豪华汽车市场的竞争更趋白热化，豪华车品牌新车型在中国的推出与引进呈现加速趋势。

本文首先将对中国豪车市场目前的发展现状以及可能的发展趋势进行介绍。接下来对保时捷品牌汽车在中国的营销策略进行研究，通过4P理论进行影响策略选择后也为其提升营销能力提出了合理化建议。

关键词：豪车 保时捷 中国市场 4P理论 营销策略

Abstract

The macro economy in China has achieved leapfrog development over the decades of reform and opening-up. Under the background, the domestic per-capita income has increased constantly, and the purchasing power also has enhanced constantly. Since the new century, the actual demand of Chinese market on the car is increasing constantly, and the domestic market also becomes a “blue ocean” for the car sales. The global international car giant is actively entering into the Chinese market with huge development potential, thus making the competition of luxury car market more heated, the launch and introduction of luxury-brand new car show the accelerating trend.

The paper firstly introduces the current development status and possible development trend of Chinese luxury car market. In the following of the paper, the marketing strategy of Porsche car in China is researched, and the reasonable suggestions are proposed to improve the marketing ability after making the influencing strategy selection via 4P theory.

Keywords: Luxury car、 Porsche、 Chinese market、4P theory、 Marketing strategies

Contents

Chapter 1  introduction 3

Chapter 2  present situation and prospect of chinese luxury car market 4

2.1 category of luxury car brand 4

2.2 present situation of the market in china 4

2.1.1 MAINLAND LUXURY-CAR MARKET SHRUGS OFF THE BLUES 4

2.3 prospect of the market 5

2.3.1 GROWTH OF THE CONSUMPTION OF LUXURY CAR IN CHINA 5

Chapter 3   about porsche 7

3.1 history 7

3.1.1 ORIGIN 7

3.1.2 RELATIONSHIP WITH VOLKSWAGEN 8

3.1.3 MODELS 8

3.1.4 MOTORSPORT 9

3.1.5 REPUTATION 9

3. 2 the present situation of porsche in chinese market 9

3.3 porsche stays true to brand strengths, adapts to Changing market 10

3.3.1 PORSCHE HAS EYES ON ALL-ELECTRIC FUTURE 11

3.3.2 DEVELOPMENT IN CHINA 11

Chapter 4  basic features of porsche consumers 13

4.1 features in age and sex 13

4.2 features in occupational and family background 13

4.3 investment situation in car purchasing 13

4.4 thought and preference of consumers 13

4.4.1 WHY CONSUMERS CHOOSE PORSCHE 13

4.4.2 ANALYSIS OF THE CONSUMERS’ PRODUCT APPEALS 14

4.4.3 MEDIA PREFERENCE OF CONSUMERS 14

4.4.4 CONSUMERS’ PREFERENCE ON LUXURY GOODS AND EVENTS 14

Chapter 5  porsche’s selection of marketing strategies  Under 4p theory in china 16

5.1 product strategy 16

5.2 price strategy 16

5.3 promotion strategy 16

5.4 place strategy 17

Chapter 6  conclusion 18

Acknowledgments 19

References: 20