Dissertation > Economic > Industrial economy > China Industrial Economy > Industrial sector economy

A Study on Product Promotion Strategies of Chinese Auto Brands

Author ZhuLi
Tutor TianZhiLong
School Huazhong University of Science and Technology
Course Business management
Keywords Chinese Auto Brands Weak Later Comers Product Promotion Strategy
CLC F426.471
Type Master's thesis
Year 2010
Downloads 111
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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.

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