On Marketing Strategies Of Dongfeng Peugeot 206 Model Marketed In China

China auto market has turned into the buyer's market. Facing with the furious competition, automakers should take marketing strategies based on the customer's need. The key to successful marketing is to match selected target customer's market with proper products through market positioning. But there are still some automakers who haven't realized the importance of market positioning: they've ignored the customer's need and buyer behaviour. On the other way round, they persisted that well priced products of high quality and good performance win the market no matter how they deviate from the customer's need. The fact is that these products'competition strength is very low and should be defeated by the competitors which properly meet the customer's need.The thesis is a case study on the marketing of Dongfeng Peugeot 206. The aim is to find the reason why this classic Europe-salable car cannot sell well in China market. Based on the analysis, the thesis points that Dongfeng Peugeot is over optimistic on the target market and future sales. The wrong estimation came from the wrong marketing strategies. Dongfeng Peugeot managers thought a good product of high price must be popular, they think much of the product itself and ignore the market position strategies and sales tactics. The outcome is that the product features and technique superiority failed to be well known to the target customers. The sales is far from the expectation.By introducing and analyzing the case, the article aims to remind other Transnational Auto Corporations to learn lessons from the failure of Dongfeng Peugeot 206 in China auto market, meanwhile, they can share the useful recommendation from the thesis. The thesis suggests that China auto market has entered into the era of marketing, transnational automakers should properly position the target segmented customer market in accordance with the need of Chinese customers. The correct sales tactics, products, pricing, prices and promotion should be cored with position. Only the position is accepted by the target customers, can the product sell well. If transnational automakers always stick to ethnocentrism, ignore Chinese customer's need, their products may be even washed out of the market.