Chery Eastar Marketing Strategy Research

This paper made STP target marketing theory as the theoretical foundation, specific analysis of the Dongfangzhizi marketing strategy. This paper focuses on competitive strategy of the car, using standardized and empirical research methods, combining the use of SWOT analysis,4Ps and comparative analysis, and other tools such as product strategy, pricing strategies, marketing channels and promotional strategy.This paper is structured as follows:The first chapter, talking about the background, research meaning, the main viewpoints. The second chapter describes the competitive strategy of marketing theory, SWOT model, by Philip·Kotler STP strategy and the 4Ps marketing strategy, as the theoretical basis for this study. The third chapter, we use market segmentation, targeting and positioning tools that is STP analysis method, the paper Dongfangzhizi market competition conditions. In the international financial crisis influence on the national car industry, the relevant state industrial policies; my car demand conditions; major domestic car manufacturers market conditions and characteristics of the domestic car market consumption of these affect the micro-market competition, macroeconomic factors were analyzed using the SWOT model. Then this paper talk about the car's marketing strategy:product strategies, pricing strategies, marketing channel strategy, marketing strategy, service strategy in-depth and detailed analysis.After a decade of development, luxury car market in China has become a near-perfect competitive market, the world financial crisis has affected the global automotive industries, as well-known domestic brand cars opportunities and challenges facing the coexistence of Dongfangzhizi should strengthen marketing concept, enhance marketing, many brands may compete to win.