Success Factors in Sales and Marketing for Luxury Car Brands in China
Keywords:
China, auto market, retail car market, marketing & sales, competitionAbstract
China’s car market is one of the most important car markets in the world. With its two-digit growth a rate in 2013 it increased far above average and is expected to keep growing in 2014 and the upcoming years, too. For this reason, China is a promising market for luxury car manufacturers. These facts lead to the question, whether there are specific characteristics, which distinguish the Chinese car market from other car markets in the world. The investigation has been done from a sales and marketing perspective. Primarily, the authors are concerned with unique marketing challenges for German luxury car brands to succeed in the growing Chinese market. Based on observations in two dealerships in Bejing, success factors for sustainability in sales for premium car dealerships in the evolving car market in China are identified and serve as practical contribution.
Â
References
Tradingeconomics, “China GDP Growth Rateâ€
http://www.tradingeconomics.com/china/gdp-growth (05.03.2014)
The World Bank, “GDP growth â€
http://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG (05.03.2014)
Zheng Yangpeng, Cai Xiao, “Per capita income rises faster than GDPâ€
http://www.chinadaily.com.cn/business/2012-11/20/content_15943766.htm, China, 2012
Julia Gu, “China’s Provincial GDP Figures in 2011â€
http://www.china-briefing.com/news/2012/01/27/chinas-provincial-gdp-figures-in-2011.html, China, 2012
Daimler, “Annual financial report 2012â€
https://www.daimler.com/Projects/c2c/channel/documents/2291420_Daimler_2012_Annual_Financial_Report_pdf.pdf, Germany, 2013
European Autos: China and the Transformation of German Industry Returns, 2012, Bernstein Research.
Warburton, M., Quettawala, A. A., Zhu, R „European Autos: China and the Transformation of German Industry Returns†BernsteinResearch, 2012, p. 5
Zeit-online, „Smog in China: Nur mit Atemmaske vor die Tür“
http://www.zeit.de/wissen/umwelt/2014-02/smog-china-feinstaub, Germany, 2014
Bloomberg, “Beijing's licence plates lottery harder to win than rouletteâ€
Gao Yinan, Yao Chun, “1 in 80 Beijingers have chance in car lotteryâ€
http://english.peopledaily.com.cn/90882/8182897.html, China, 2013
Yu, Rose, “Battling Pollution, Beijing to Cut New Car Quota By 90,000â€
http://blogs.wsj.com/chinarealtime/2013/11/05/battling-pollution-beijing-to-cut-new-car-quota-by-90000/, China, 2013
Sumer, K. “Business Strategies and Gaps in Porter´s Typology; A Literature Review†Journal of Management Research, 2012, 4, 3, pp. 110-119.
Porter, M.E. “Competetive strategy – Techniques for analyzing industries and competitorsâ€. 1980, New York: The Free Press.
mbaskool, “Marketing and Strategyâ€
http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/7394-competitive-strategy.html (05.03.2014)
Varadarajan, R. „Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises.“ Journal of the Academy of Marketing Science, 2010, pp. 119-140.
Constantinides, E. “The Marketing Mix Revisited: Towards the 21st Century Marketing†Journal of Marketing Management, 2006, 22, pp. 407-438.
McCarthy, E.J. Basic Marketing, A Managerial Approach, 1964, Homewood, III.: Richard D. Irwin, Inc..
Kühn, R. “Marketing-Instrumente zwischen Selbstverständlichkeit und Wettbewerbsvorteil – Das Dominanz-Standard-Modell†Thexis (4), 1985, pp. 16–21.
Johnson, J. L., Arunthanes, W. “Ideal and actual product adaptation in US exporting firms: market-related determinants and impact on performance†International Marketing Review, 1995, 12, 3, p31.
mbaskool, “Product Adaptationâ€
http://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/3035-product-adaptation.html (05.03.2014)
Sullivan, K. “China´s Auto Retail Market†Chinas Business Review, 2010, pp. 35-38.
Xu, Junqian , “Shanghai car license platecoste on the riseâ€
http://www.chinadaily.com.cn/china/2012-12/17/content_16021903.htm, China, 2012
SHI, YINGYING, “Shanghai car plate auction hits new highs†http://www.chinadaily.com.cn/china/2013-03/25/content_16341094.htm, China, 2013
Yin, R.K. 2009. Case study research. Design and methods (4th ed.). Sage: Los Angeles.
Downloads
Published
Issue
Section
License
- Papers must be submitted on the understanding that they have not been published elsewhere (except in the form of an abstract or as part of a published lecture, review, or thesis) and are not currently under consideration by another journal published by any other publisher.
- It is also the authors responsibility to ensure that the articles emanating from a particular source are submitted with the necessary approval.
- The authors warrant that the paper is original and that he/she is the author of the paper, except for material that is clearly identified as to its original source, with permission notices from the copyright owners where required.
- The authors ensure that all the references carefully and they are accurate in the text as well as in the list of references (and vice versa).
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
- The journal/publisher is not responsible for subsequent uses of the work. It is the author's responsibility to bring an infringement action if so desired by the author.
