Research on The Development Strategy of Daimler Group’s Car Rental Business in China

Last modified: June 8, 2021
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Project Title: Research on The Development Strategy of Daimler Group’s Car Rental Business in China
Author: Mr. Zheng Jingyang
Advisor: Associate Professor Dr. Chiaoming Li
Degree: Master of Business Administration (International Program)
Major: International Business Management
Faculty: Graduate Schools
Academic year: 2020


Conference Proceedings
 National and International Academic Conference “Innovation and Management for Sustainability” 9-10 July 2020


Zheng, Jingyang. (2020). Research on the development strategy of Daimler Group’s car rental Business in China. (Independent study, Master of Business Administration). Bangkok: Siam University.


With the steady development of China’s economy, the peoples’ material living standards have gradually improved, and awareness of environmental protection is increasing each day. In recent years, with the popularization of “sharing,” the car rental industry made significant progress. As a world-famous luxury car brand enterprise, Daimler Group entered China’s car rental market relatively late. They face a massive potential scale market of China’s car rental market and some well-known Chinese leasing enterprises.  Daimler Group’s development in China’s car rental business faces severe tests, opportunities, and challenges that coexist. This paper used the PESTEL analysis method of SM theory to analyze the external macro environment of the company; the SWOT analysis method to establish the SWOT matrix and determine the main opportunities, threats, strengths, and weaknesses faced by Daimler Group; finally, put forward several strategic development guidelines. After Daimler Group selects the corresponding development strategy, it requires cooperation at a national level and the enterprise itself. These strategies would promote its various aspects to ensure steady implementation of the enterprise development strategy. The expectations of the paper were laid out to be helpful and further optimize the development of Daimler Group’s car rental business in China with the hope to provide a certain reference value for the business development strategy of other leasing enterprises, to steadily improve the overall level of China’s car rental business.

Keywords: car rental, car sharing strategy, development strategy, management.

Research on The Development Strategy of Daimler Group’s Car Rental Business in China

Master of Business Administration (International Program), Siam University, Bangkok, Thailand


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