梅赛德斯奔驰在华营销策略研究.docxVIP

PAGE PAGE III 梅赛德斯奔驰在华营销策略研究 摘要 我国成功加入世界贸易组织后，在2005年把轿车的进口配额限制取消了，随后把整车关税减少到25%。这样，中国轿车市场的巨大潜力日益体现出来了，轿车市场的需求也在逐渐扩大。从当前的形势来看，2016年依然是在缓慢的增长。本文研究的对象是德国轿车奔驰品牌，奔驰这个品牌从诞生开始，轿车产业的发展随着工业革命的进程一直在蓬勃发展，品牌的发展也一直在延续。梅赛德斯-奔驰作为历史悠久的汽车品牌，一直在引领整个汽车产业技术及营销理念的发展。在中国汽车市场繁荣发展的大背景下，梅赛德斯-奔驰在中国也获得了巨大的成功。2017年，作为全球豪华车销量冠军，梅赛德斯-奔驰及其旗下smart品牌在中国销量首次突破60万台，拉近了与竞争对手奥迪、宝马的距离。针对乘用车产业及豪华SUV市场的广阔前景，本文选择豪华SUV车型市场作为研究对象，以4P理论为研究方法，结合梅赛德斯-奔驰的中国市场营销策略，分析当前豪华SUV车型在产品、定价、分销渠道、促销组合四个维度的市场营销策略，并根据宏观环境及产业环境变化，预测未来该细分市场的市场营销策略变化趋势，为我国汽车产业市场营销决策提供参考。 关键词：奔驰轿车；在华营销；营销策略  Abstract After China’s successful entry into the World Trade Organization, the import quota limit for cars was cancelled in 2005, and the vehicle tariff was reduced to 25%. In this way, the huge potential of the Chinese car market is increasingly reflected, and the demand for the car market is gradually expanding. From the current situation, 2016 is still growing slowly. The object of this paper is the German car Mercedes-Benz brand. Since the birth of the Mercedes-Benz brand, the development of the car industry has been booming with the progress of the industrial revolution, and the development of the brand has continued. As a long-established automobile brand, Mercedes-Benz has been leading the development of technology and marketing concepts in the entire automotive industry. In the context of the booming development of the Chinese auto market, Mercedes-Benz has also achieved great success in China. In 2017, as the champion of global luxury car sales, Mercedes-Benz and its smart brand sold 600,000 units in China for the first time, which has narrowed the distance with rivals Audi and BMW. In view of the broad prospects of the passenger car industry and the luxury SUV market, this paper chooses the luxury SUV model market as the research object, and uses 4P theory as the research method, combined with Mercedes-Benzs Chinese marketing strategy, analyzes the current luxury SUV models in the product. Marketing strategy of four dimensions,