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AbstractWith the rapid and sustained development of the Chinese economy, the level of consumption continues to increase. The rigid demand of Chinese car buyers has been strong, and the behavior of Chinese car owners and car purchase behavior have also undergone tremendous changes. As of the end of 2015, the total number of motor vehicles in China reached 279 million, of which 172 million were autos. China’s demand for imported luxury cars has continued to increase, and it has maintained rapid growth. Maserati, as one of Germany's three largest luxury car brands, has successfully occupied an important position in the high-end auto market in China and has maintained a strong position in the highly competitive auto market in China. Maserati's great achievements in China have benefited from the right vehicle marketing strategy. The luxury car brand is used as a luxury research model to analyze car marketing strategies. Maserati's marketing strategy is used as an example to conduct research and provide reference for Chinese auto companies' marketing and promote the development of the Chinese car market.Keywords: Maserati; Automotive Marketing Strategy; Mark...
