Customer Behavior And Marketing Strategies Of Chevrolet Car In China

With the healthy and quick development of Chinese economy, Car market in China keep continuous and stable pace of further growth. In 2007, China had been the second biggest car consumption market and the production country, which play an important role in the global car industry. However, the car market in China is becoming more and more competitive, the changing demand of consumers make marketing strategies be more and more difficult.This thesis take Chevrolet car as the research objective, pay full attention to the value of customers and strengthen the communication with them, deeply understand buyers' behaviors, with the quantitative and theoretical analysis on consumer behaviors, to implement effective customer-oriented marketing strategies locally, so as to win the market and create unique competitive advantages. This thesis is divided into 6 parts altogether:The first part introduces the background, the significance of the topic, the content and the methods used in process of the study;The second part surveys current status of the entire Chinese car market and the historical development of the Chevrolet car in china, analyze the competitive status, the marketing strategies and problems of the Chevrolet car in china;The third part shows the customer behavior study model of Chevrolet car and how we conduct the questionnaire research;The fourth part works with the results of the questionnaire research one by one to study the customer behavior of Chevrolet car in China;The fifth part gives the recommendations for Chevrolet car in China based on the results of the questionnaire research;The sixth part states conclusions and anticipations of further research work.After the research and analysis, this thesis comes to the conclusions as follows:1,Chevrolet car should design its products according to the demands of the Chinese customers, with high perceived quality, safety and fashionable economic cars;2,The marketing channel construction shall be compressed and information-based, to shorten the distance between customers and car producer, and deliver more value to the customers;3,Emphasize the cultural oriented during the promotion, start from the localization, Combine the Chevrolet culture with target customers'value, so as to the build a unique and valuable image to the customers.