Research On Global Marketing Activity Of China Automobile

The World Auto Industry is now being in the post-crisis unrest caused by the global economic crisis, significant changes to Auto Industry pattern is taking place accordingly in the global environment, it also provides good opportunities for China Auto Industry to exceed the developed countries and take the first step to occupy the global auto market. Since 1994, Brilliance Auto has been putting great focus on the development of both of domestic market and international market, the company develops very fast and currently has exported vehicles in large quantity to the developing countries in Middle East, Africa, Middle and South America, and it has already past European verification certificate. The article takes Brilliance Auto's current international marketing and globalization strategy as the object of study, proposes the study direction of global marketing theory through combing the ideas and opinions of the important academic documents in the field of global marketing research. After summarization of the experiences and lessons of Brilliance Auto in overseas marketing, by use of the knowledge of global marketing theory, the article makes analysis of the macroeconomic environment of the targeted American market and the microeconomic environment of the elements related to the enterprise itself, and comes up with the opportunities and challenges faced by the enterprise and the advantages and weakness against its competitors. The article defines the target customer based on the market segment and makes proposals of the enterprise's development strategy and marketing strategy in the American market. And then, the article makes proposals and planning of Brilliance Auto's marketing strategy in the global environment. Finally, hope that the article provides practical ideas and lessons to the global marketing development of Chinese Auto Industry.