Marketing Environment Analysis And Strategic Research Of Saloon Car Industry In China

In the late 1990s, the world third transfer of saloon car industry emerged from developed countries of high-cost labor and saturated market to newly emerging market countries of cheap labor and great market potentials. China, a rising economy with great population, has become the most potential new market as the rise of people's income and upgrading of consumption structure.The saloon car market in China has been rocketing since 2000, which causes the attention of the world car circle. China entered WTO in 2001, under the background of world depression in saloon car, market in China has become the only life-saving reliance of many multinational corporation which entry into Chinese market through many mean to avoid high tariff and trade barrier such as joint ventures and recombination. So far, the nine biggest car manufacturers"6+3"and the Hyndai and Kia in Korea have completed their initial strategy layout in China, which brings not only capital,technology,development,production,supply,sales,service concepts and management experiences, but also ever-increasing market competition, how to survive and develop has become a urgent problem for the domestic car manufacturer.Based on the theory of competition strategy, this paper employs quantitative and qualitative means to introduce the situation,characteristics and trend of car industry in China, analyzes the environment from four perspectives: politics,economy,society and technology, uses SWTO to analyze the opportunity,future expectation advantage and disadvantage of car industry, and finally provides several competition strategies such as self innovation,brand strategy,consumer-oriented strategy and talent strategy.