改革开放几十年时间里国内宏观经济获得了跨越式发展,这一背景下国内人均收入不断增加且购买力也不断增强。自进入新世纪以来,中国市场对于汽车的实际需求不断攀升,国内市场也成了汽车销售的一片“蓝海”。保时捷旗下拥有众多高端车型,作为豪车的典范,保时捷品牌汽车对于中国市场也十分重视,伴随国内民众对豪车需求的不断增加,保时捷在中国地区的销售业绩占据其全球销售业绩比重也在不断增加。本文将对于保时捷品牌汽车在中国的销售策略进行研究,通过4P理论进行影响策略选择后也为其提升营销能力提出了合理化建议。 In the past decades of reform and opening up, China’s domestic macroeconomy has enjoyed a leapfrog development. Under this background, per capita income in China is constantly increasing and purchasing power is also on the rise. Since entering the new century, the actual demand for cars in the Chinese market has been on the rise, and the domestic market has become a piece of blue ocean for car sales. Porsche has a large number of high-end models, as a model luxury cars, Porsche brand cars for the Chinese market also attaches great importance to domestic demand for luxury cars continue to increase, Porsche sales in China accounted for the proportion of global sales are also continuing increase. This article will study the sales strategy of Porsche brand cars in China, and put forward reasonable suggestions for improving the marketing ability through 4P theory.