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Analysis on the Market Positioning of Luxury Autos Marketing Strategy under the Chinese New Consumption Upgrading—taking the Case of Bentley Continental GT

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DOI: 10.25236/edbm.2020.202


Minqiao Hu, Shuang Qiu

Corresponding Author

Shuang Qiu


Affected by the economic environment, the decline of Chinese auto market has expanded again in 2019. However, the luxury car market has taken the new round of consumption upgrading as an opportunity, maintaining the trend of growth. This article takes Bentley Continental GT(the best-selling model of Bentley) as the case to analyzes how it via market positioning to segment market, target customers, and adjust a series of marketing methods to achieve stronger market performance under the new consumption upgrading.


Consumption Upgrading, Market Positioning, Luxury Autos