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The Application of Communication Strategy in Automobile Brand Marketing —Take Daimler China as an example

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DOI: 10.25236/ssehr.2022.031


Jiyao Yang

Corresponding Author

Jiyao Yang


With the continuous and stable development of China's economy, the sales of luxury car brands in the Chinese market have grown steadily, and the competition among car brands has become increasingly fierce. This article takes Daimler China as an example, starting from the Chinese automobile marketing environment, combined with the SWOT analysis method, analyzing Daimler China's overall marketing environment, competitive advantages, disadvantages, and future development opportunities and threats. From the perspective of the passenger car and commercial vehicle market, this paper analyzes the deficiencies in the communication of Daimler's Chinese brand marketing activities and, based on the theory of integrated marketing communication, explores the communication optimization strategy of luxury car brands in the process of Chinese car marketing.


Communication Strategy, Brand Marketing, Passenger Cars, Daimler, Mercedes-Benz