| Great changes have taken place in China auto market since the beginning of this century. The China auto market is being accelerated its step to be integrated with the world market. the auto industry in China is gradually facing newer and higher challenges in many aspects such as production, sale and after—sale service as well. Nowadays, the capital, product and production scale are not the only things that attract manufactures' eyes, and the competition of marketing strategies among different manufacturers is becoming more and more fierce. Whoever introduces the advanced marketing strategy will take control of the market.Chery Automobile Co., Ltd., established in 1997, is a venture with the registered capital of 1.752 billion Yuan funded by five local state-owned investment companies of Anhui, and so far it has been the biggest automotive enterprise with its own brand. After several years' development, the sales volume of Chery Automobile ranks the fourth in Chinese auto sales. Multiple brand construction, diverse product variety, quick market response as well as good after-sale service and other related aspects all reflect theunique marketing strategy that Chery Automobile has been introducing. As a young automanufacturer with large potential, Chery Automobile motivated the marketing business of China auto to be integrated with the world market by following the market-oriented policy and by improving its market advantages of multiple brands competitive system.Based on the on-the-spot investigation on the Auto Trade Firm of Chinese Automobile Trade Yangtse River (Nanjing) Ltd. Corp., a dealer authorized by Chery Automobile, the paper researches the unique marketing strategies and practices of Chery Automobile with the help of the theory of marketing management and the information related to Chery Automobile from the Internet, newspapers and magazines, which would provide valuable marketing information for the auto industry in China.The paper is divided into six chapters.The first chapter mainly studies the importance of marketing in the development of anenterprises, simply illustrates the nature and role, the study object, the theoretical framework, and the analyzing method of marketing. This paper put forward the marketing strategies for the development of Chery automobile under the circumstance of China's automobile marketing.The second chapter mainly studies China's auto marketing environment and the status of China's auto market. For the modern enterprise, that is whether the enterprise can adapt itself to the ever-changing marketing environment. Enterprise marketing environment can be divided into two categories of micro-environment and macro-environment. Micro-environment factors include: enterprises, suppliers, marketing media, customers, competitors and the public. Macro-environment factors include : population environment, natural environment, technological environment, political and legal environment, cultural environment. All the micro environmental factors are subject to the impact and constraints by macro-environmental factors. To Sum up, the status of China's auto market is that aggregate demand of automobile market is rapidly growing, market share of car continues to grow, car dealers and consumers behaviors intends to be rational, and market environment and market order gradually standardize.The third chapter studies the Chery Automobile Company's general situation, and analyzes the operational characteristics of the market of Chery Automobile, demand of Chery Automobile in China's market, competitors of Chery Automobile.The fourth chapter studies market segmentation and positioning of Chery Automobile. Chery Automobile Company in the automotive market segment should choose the part that is the best interests of the enterprises as the target, and makes corresponding product plans and marketing plans to serve it.The fifth chapter studies Chery Automobile's marketing status, introduces the automotive products of Chery Automobile Company, studies the product strategy, pricing strategy, distribution strategy of Chery Automobile Company, Systematically studies the Chery Automobile Company's promotion strategy, including salesman promotion strategy, price promotion strategy, advertisement promotion strategy, sales promotion strategy ,public relationships strategy, and also studies the pre-sale services, sale services, after-sales services of Chery Automobile Company.The sixth chapter proposed nine measures for Chery Automobile's marketing strategy adjustment, including: taking full advantage of the state policy and independent innovation to upgrade brand, outstanding its advantages of the automotive manufacturers' and focusing on the synchronicity of production technology and international technology and producing energy-saving products, reflecting the ratio of performance and price, reflecting the market differentiation and outstanding its advantages, establishing international strategic alliances to achieve a win-win cooperation, strengthening feedback of information and enhancing the quick response, personnel training and reserves strategy for the dealers, meeting customers' demand and improving customers' loyalty, strengthening export of Chery Automotive Products. We should take the above measures to promote marketing ability of Chery Automobile in China's auto market.In short, this paper aims to supply some valuable reference to other producers in the field through the research on the auto marketing strategies adopted by Chery Automobile Co., Ltd. |
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