The Marketing Strategy Study Of Chinese Self-owned Brand Car On Developing European Market

The article discusses the topic closely on several key words, "Chinese car", "Self-owned brand", "European market" and "Marketing Strategy", in light of many cases of domestic and overseas. Making using of the methods of desk study, questionnaire study, field survey, Benchmarking research study and so on, the paper makes a detailed explanation of the marketing strategy of Chinese Self-owned Brand car on Developing European Market(?).First of all, the article researches on the background, contents, methods and ideas for the general. Targeted for thesis research, theoretical research is particularly important. Therefore, it also discusses the related theories in the first chapter. Directed by the theory, the paper makes analysis on the domestic market environment and the target market environmen. In the domestic market analysis, the paper makes SWOT analysis, and in the target market (the European market) analysis, the paper makes SPSS analysis on the questionnaire dates coming from Italian consumers.Based on the analysis of the previous text, the article makes an international marketing strategy model about Chinese Self-owned Brand car Developing European Market. It's also the core part of this article. Firstly, it discusses the significances of the development, which also emphasizes the importance of learning advanced technology. Then, it analyzes the necessary preparations for developing European market. From the aspects of market importance analysis, market entry sequence analysis, the ways to enter European market and the measurement between the Costs and Revenues of the whole process, it makes the international marketing strategy model.Furthermore, from South Korea, the article learns its experience of developing "self-own brand" automobile industry; From Toyota Motor, the article learns its experience of "developing the European market"; From Chinese home appliances' internationalization,the article learns its experience of "internationalization of Chinese enterprises development" .These key words together are exactly echoing dissertation topic.In the implementation of the strategy, the article discusses the product strategy, pricing strategy, marketing strategy, human resource strategy and after-sales service strategy. Also, the article makes a conclusion on the planning and implementation of Chinese Self-owned Brand car Developing European Market. At last, the article makes prospects of Chinese self-owned brand car's development and future in the European market.