A Study on Product Promotion Strategies of Chinese Auto Brands
|School||Huazhong University of Science and Technology|
|Keywords||Chinese Auto Brands Weak Later Comers Product Promotion Strategy|
In this paper, through the discussion of theory and pre-study, I construct a“Four-Factors Theory Framework”to explore the product promotion strategy of weak later comer in china`s auto market. The four factors of our Theory Framework are“Method of displaying advantages”,“outstanding product elements”,“product image transmission”and“accomplished propaganda goals”. Then I compare the cases of 5 Chinese Auto Companies and 5 Foreign Auto Companies, and I concluded some propositions related to promotion strategy of weak later comer.The paper first introduce the basic background of China`s automobile industry, and then review the theoretical literature of later comer competitive strategy, product promotion strategy and self-brand. After the literature review, I construct a“Four-Factors Theory Framework”. Then I use structure content analysis and case comparative study to analyze the differences of promotion strategy between 5 Chinese auto brands and 5 foreign auto brands, our analysis focus on the four factors of the theory framework.Through the case study, I found the promotion strategy of the Chinese auto companies as the weak later comer has some characters: 1) for making up the shortage of technologic capacity and brand image after entering a matured industry, the weak later comers are inclined to prove their products in the promotion; 2) they are apt to use the help of external resource to overcome the weakness of resource capacity and so they can improve the effectiveness of promotion; 3) they always choose the exterior, interior and other non-kernel technologies as the breakthrough and through the exhibition of unique technology to earn the competitive advantages.