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1、ABSTRACTABSTRACTOnbehalfofPorscheasGermanhigh-endpassengercarpassengercar,enteredtheChinamarketsoon,haveachievedgoodperformance.InChinaautomobileindustrydevelopmentisnotmature,ChineseconsumersfortheGermanhigh-endcarpassengerextremelypopularcase,studyGermanhigh-endpassengercarpass
2、engercarPorschemarketdevelopmentandmarketingstrategyappearstohaveastrongresearchvalue.Thispaperaroundthe"marketoriented",fromthehigh-endpassengercarindustryabigenvironment,combinedwiththespecificcircumstancesHohhothigh-endpassengercarindustrytotheoverallmarketingstrategyonthedeve
3、lopment,changesandfuturetrendswereeffectiveprediction,especiallyforhigh-endpassengercarmarketareanalyzedindetail.Throughtheindustrycharacteristicsandtheirownbrandcharacteristics,accordingtothecurrentsituationofmarketcompetitioninthesameindustrybrand,theuseofSWOTanalysistooltoPors
4、chehigh-endpassengercarsatpresentadvantages,disadvantages,opportunities,threatsofin-depthanalysis,andsummarizesthecorrespondingPorschehigh-endpassengercarmarketingstrategy,providethebasisforthenextstepofmarketingplanning.ThroughtheformulationofthePorschehigh-endpassengercarmarket
5、ingstrategy,targetmarketandmarketpositioningclearbrand,toPorschehigh-endpassengercarproductstrategy,positioningstrategy,distributionchannelstrategy,brandcommunicationstrategyindetail,theexperientialmarketingandservicemarketingasasupplement,thepaperclarifiesthemarketingcombination
6、strategyPorsche.Enteredintwenty-firstCenturysecondtenyears,thecarasacommonmeansoftransportationhasenteredthecommonpeoplefamily.Withthecontinuousgrowthoftheeconomicincomeandconsumptionupgrade,thepastfiveyears,thehigh-endpassengercarthissegmentofthemarketwiththerapidgrowthoftheannu
7、altwodigits,withthe100yearhistoryoftheGermanthreehigh-endpassengercarbrandsoccupymorethan70%marketshare,increasinglyfiercecompetitionvirtuallyraisedthenewthehigh-endpassengercarbrandtoenterthethreshold.Thethesisfirstintroducedthepresentourcountryhigh-endpassengercarindustryandHoh
8、hothigh-endpassengercarmarketin2013:thec
