Study On The Marketing Strategy Of Car Industry After China's Entry Into WTO

Opportunity and challenge are the two sides of a coin for Chinese car industry after China's entry into WTO. On the one hand, the stable development of China's macro-economy will bring about speedy increase of car industry in future years, because there is great demand in domestic car market and the period of protection for Chinese car industry as "infant industry" has saved it precious time. On the other hand, these protection policies will be abrogated step by step after China's entry into WTO. Accordingly, the game rule will change with more powerful competitors. If domestic companies producing cars want to survive the competition, they must make suitable strategies.Marketing strategy is the core of marketing. According to the author, the core concept of Prof. Porter's three basic strategies is how to differ from the competitors and then obtain competitive advantages from the difference. The critical marketing task of a company is how to figure out the demand and desire of target market and satisfy customer's need better than its competitors. There are two orientations for marketing theory: customer orientation and competitor orientation. As to the former, we should strive for the potential demand; as to the latter, we should search for how to differ us from competitors. Therefore, the core of marketing is: to research for differentiated demands. External environment and competitors went through sharp changes after China's entry into WTO. Without the analysis of oneself and competitors, the study on differentiated demands based on one's own advantages, and the establishment and sustainment of one's advantages to differentiate, the success of Chinese companies producing car would be soap bubbles when they make marketing strategies. Value competition is based on the following potential strategies:1 , Differentiated strategy via product value. Chinese companies producing cars should satisfy customers' various needs by large-scale production according to orders. This will differentiate them from competitors.2, Differentiated strategy via the value of customer relationship. Effective communication with customers can achieve maximum customer satisfaction, which differ them from competitors easily.3 , Differentiated strategy via sales channel. We should change current monotony sales channel and develop different channels according to maturity of market and company's market share.4, Differentiated strategy via profit increases point. Chinese companies producing cars should find new profit increase in car service business, especially hi second-hand cars exchange business.