Research On Changhe Automobile YK5's Marketing Strategy

Since the first minivan roll out from Chinese auto maker in 1982, the minivan has enjoyed considerable development, its annual output today reaches 1 million units, which occupied 18. 67% of the market share, and this becomes wonderful scenery of automobile industry. Changhe Automobile, since 1982, also experienced the fast development time, but the speed of development became slow and fell into the difficult position from 1999. In 2007, a brand new minivan - YK5 will go on the market, and will become the major production model of the company in 2009, whether the vehicle will be successful is extremely important during the ? company's hard time situation.In the paper, the exterior marketing environment is analyzed from the aspects of policy, macro-economics, demology, culture, technical, resources and environment, the evolution and future development tendency for the compact vehicle is discussed, the internal environment of Changhe Automobile marketing policy is analyzed from the angles of enterprise, market, competitors and the general public, and will explore the development opportunity for Changhe Automobile.Through the current marketing analysis, the shortcoming is pinpointed with respect to market-targeting, product strategy, price strategy, distribution channel and sales promotion. Based on the analysis of niche market and YK5's technical advantage, the YK5' s marketing strategy is determined, which targeted to minivan' s high-lever market, its consumer should be individual entrepreneurs, travelling families, the civil service and commercial users in county and town lever government departments and after-sale service for the big companies.At last, the paper conclude a unique marketing strategy should be conducted for the YK5, the technical advantage and individual characteristic should be emphasized, and consider diversity equipment, reasonable price, optimized distribution channel and novel promotion strategy.