Chery Automobile Marketing Strategy
|School||Nanjing Forestry University|
|Keywords||Chery Automobile Company Marketing Strategy Research|
Into the 21st century, China's automotive marketing situation happened earth-shaking changes, the ever-changing automotive marketing activities are accelerating the pace of integration with the international automotive marketing, the increasing complexity of the automotive market, the future of automotive production, sales, service higher update request. Now competition between manufacturers has not only funds, products and scale, the contest of automotive marketing technology has become more fierce. Who uses a state-of-the-art automotive marketing technology, whoever may be on the upper hand in the automotive market. Chery Automobile Co., Ltd. in 1997 by five of Anhui's local state-owned investment company incorporated investment of 1.752 billion yuan. So far, China's largest automobile brand enterprises. After several years of development, the Chery Automobile Company has ranked China's auto sales in the fourth position. Chery Automobile differentiation strategy is reflected in brand building, product segmentation, market response, and after-sales service and business links. As a young and very powerful car company, Chery Automobile market-oriented, forward-looking vision to improve the car the advantage of the competitive system, to promote the pace of the Chinese automotive marketing industry and international standards. This article is based on field research authorized dealers in the automobile trade Yangtze River (Nanjing) Co., Ltd. authorized sales and service shop Chery Automobile Chery Automobile Company, through the network, newspapers, magazines collected a large number of Chery Automobile Company of automotive marketing data and information, combined automotive marketing theory Chery Automobile Company car merchandising system. Summed Chery Automobile Company a more comprehensive and state-of-the-art marketing practice for our automotive counterparts provide more valuable automotive marketing reference information. The thesis is divided into six chapters. The first chapter is a study of marketing on the importance of enterprise development, and the nature and role of marketing, marketing research object, the theoretical framework of the marketing, marketing analysis research methods, a simple elaboration. The main content of this paper is to study the development of Chery's marketing strategy in China's automotive marketing environment. Chapter II study of automotive marketing environment and the status quo of China's auto market. In terms of the modern enterprise, lies in the ability of the business to adapt to changing marketing environment. Corporate marketing environment can be divided into two categories of micro-environment and macro environment, micro-environmental factors include: enterprise, suppliers, marketing intermediaries, customers, competitors and the public, the macro environmental factors including: population, environment, natural environment, technology environmental, political and legal environment, cultural environment, all the micro-environmental factors must be subject to the impact of macro-environmental factors and constraints. It also summarizes the status quo of China's auto market: the total needs of the automotive market rapid growth, continued growth in the market share of cars, automobile dealers and consumer behavior to become rational market environment and gradually standardize the market order. Chapter Chery overview of the characteristics of the the Chery auto market run, Chery Automobile in China's market demand conditions, Chery Automobile market competitors analysis. The fourth chapter studies the Chery auto market segmentation and positioning. Chery Automobile Company should be selected in the automotive market segmentation based on the best interests of the enterprise, that part of the market as the goal, and to develop product plans and marketing plans for their services. Chery Automobile marketing position in the fifth chapter, Chery Automobile automotive products, study Chery Automobile Company product strategy, pricing strategy, distribution strategy; Chery Automobile Company promotion strategy, including personnel promotion strategy, price promotions strategy, advertising and promotional strategies, sales promotion strategy, public relations strategy, public relations strategy creation and use of news, participate in various social activities, worthwhile activities, unique automotive marketing model strategy more described in detail. Chery Automobile Company also studied pre-sales service, sales service and after-sales service strategy. Chapter Chery Automobile marketing strategy adjustment proposed nine measures: take full advantage of the national policy of independent innovation to enhance the brand; automotive product development strategy should highlight the advantages, focus on production technology and international production energy conservation automotive products; price adjustment The strategy will need to face a price war, reflecting the cost-effective; distribution channels designed to adjust policy to reflect market differentiation and occupy the commanding heights; establish win-win cooperation of international strategic alliances; strengthen the information feedback to enhance the enterprise's ability to respond quickly; reserve personnel training for dealers strategy; meet customer demand, increase customer loyalty; strengthen Chery products for export. Through these measures, to promote Chery Automobile adapt the marketing ability of the Chinese automobile market. This paper aims to study the marketing strategy of Chery Automobile, provide some valuable reference for other companies in the industry.