海口市进口超豪华品牌汽车销售策略研究—以MSLD3S店为例摘要随着中国经济的快速和持续发展，消费水平不断提高。中国购车者的刚性需求一直强劲，中国车主的消费行为和购车行为也发生了巨大变化。截至2015年底，中国机动车辆总数达2.79亿辆，其中汽车1.72亿辆。中国对进口豪华轿车的需求不减，并保持高速增长。作为德国三大豪华汽车品牌之一，玛莎拉蒂成功占据了中国高端汽车市场的重要位置，在中国高度竞争的汽车市场保持强大优势。玛莎拉蒂在中国取得的巨大成就得益于正确的汽车营销策略。以豪车品牌作为奢侈品研究模式来分析汽车营销策略，并以玛莎拉蒂的营销策略为例展开研究，为中国汽车企业营销提供参考，促进中国汽车市场的发展。关键词：玛莎拉蒂；汽车营销策略；营销战略AbstractWiththerapidandsustaineddevelopmentoftheChineseeconomy,thelevelofconsumptioncontinuestoincrease.TherigiddemandofChinesecarbuyershasbeenstrong,andthebehaviorofChinesecarownersandcarpurchasebehaviorhavealsoundergonetremendouschanges.Asoftheendof2015,thetotalnumberofmotorvehiclesinChinareached279million,ofwhich172millionwereautos.China’sdemandforimportedluxurycarshascontinuedtoincrease,andithasmaintainedrapidgrowth.Maserati,asoneofGermany'sthreelargestluxurycarbrands,hassuccessfullyoccupiedanimportantpositioninthehigh-endautomarketinChinaandhasmaintainedastrongpositioninthehighlycompetitiveautomarketinChina.Maserati'sgreatachievementsinChinahavebenefitedfromtherightvehiclemarketingstrategy.Theluxurycarbrandisusedasaluxuryresearchmodeltoanalyzecarmarketingstrategies.Maserati'smarketingstrategyisusedasanexampletoconductresearchandprovidereferenceforChineseautocompanies'marketingandpromotethedevelopmentoftheChinesecarmarket.Keywords:Maserati;AutomotiveMarketingStrategy;MarketingStrategy目录摘要............................................................1Abstract............................................................2第一章绪论.........................................................11.1研究背景和研究意义...........................................11.1.1背景...................................................11.1.2意义...................................................21.2研究方法与研究内容...........................................21.2.1方法...................................................21.2.2内容...................................................3第二章理论基础.....................................................42.1奢侈品的基本内涵.............................................42.1.1奢侈品基本概述.........................................42.1.2奢侈品的特征...........................................42.1.3奢侈品分类.............................................52.2中国奢侈品消费市场及消费心理.................................62.3奢侈品营销理论...............................................6第三章国内外奢侈品营销经验借鉴.....................................83.1奢侈品产品策略...............................................83.2奢侈品价格策略...............................................83.2.1按照定位对价格进行规划.................................83.2.2奢侈品价格的组合要素...................................93.2.3了解目标客户定位.......................................93.3奢侈品渠道策略...............................................93.3.1奢侈品渠道的宽度......................................103.3.2奢侈品的渠道长度......................................103.3.3奢侈品的渠道系统设计..................................103.4奢侈品的沟通策略.........................
