Author(s)

Xiaohang Li

Corresponding Author

Xiaohang Li

Abstract

This paper takes Mercedes-Benz E-Class sedan as the research object, focusing on its competitive position and promotion path in the luxury executive sedan market segment. Based on five forces model, 4P marketing mix and STP strategic framework, combined with product life cycle (PLC) and decision-making process theory, this study systematically analyzes the current market environment, marketing strategy and user behavior characteristics of E-class vehicles. By combing its practice in product design, price structure, channel layout and brand communication, and comparing the performance of competing products such as BMW 5 Series, Audi A6 and Tesla Model S, it is revealed that although E-Class maintains its leading sales volume by virtue of brand accumulation, it is already tired in terms of intelligent experience, service model innovation and young image building. Some problems, such as the high age of users, dissatisfaction caused by digital service subscription, and lagging technology iteration, are restricting its long-term competitiveness. Therefore, this paper proposes that we should strengthen the independent operation of the electrified product line, optimize the function subscription mechanism, speed up the upgrade of OTA, and promote the transformation of brand image from "noble and steady" to "intelligent elite" in order to cope with the future market changes.

Keywords

Mercedes-Benz E-Class; Luxury Car Market; Competitiveness; 4P Marketing; STP Strategy