Zotye Group New Car Compact Department Of Marketing Strategy

With the entry of China into WTO and with its automobile industry policies adjusted, the domestic automobile market of China has been growing very fast, and the market potential still looks promising, at the same time the competition in the market has been close to cruel, so the automobile marketing has been the area focused on by a lot of domestic marketing researches these days.In the researches related to the domestic automobile marketing, however, either ones with length and covering a lot of ground or those limited in length but giving prominence to the key points mostly take the whole industry as the object of the studies, reflecting and revealing the more macro problems and the more fundamental principles in the domestic automobile marketing with no exception. Although the two types of researches both have great significance to domestic automobile manufacturers'making the decisions regarding the direction for their marketing, the more concrete and operable researches on automobile marketing tactics and therefore with more direct effects on the concrete marketing planning of domestic automobile manufacturers are still limited in numbers.In the view of the reason above, a concrete domestic automobile manufacturer, Zhong Tai Group, and its new compact series, Lybra which is from Lancia Co., Italy, has been chosen as the object of the studies in this paper which, based on the analyses and inquiries about the potential compact car consumers'behavior, the current competition in the domestic compact car market and the STP marketing of Zhong Tai Group's new compact series, has studied its marketing tactics both all-sidelly and systematically. The main contents as follows:1. Analyses of the basic characteristics, consumption preference, demands at the different levels and the decision making process for buying of the potential compact car consumers.2. Analyses of the basic competitive situations in the domestic compact car market and the main competitors against Zhong Tai Group and its new compact series, and the contrast between Zhong Tai Group and its main competitors. 3. Inquiries about the feasibility and necessity of farther segmenting the domestic compact car market, the main target of Zhong Tai Group's new compact series and its positioning.4. All-side and systematic studies, based on the analyses and inquiries above, of the product, price, place and marketing communication tactics of the new compact series.Because of the different background, the results of the studies in this paper may not be suitable for other automobile manufacturers, but in my point of view, the basic clues and methods of the studies in this paper will avail the concrete marketing planning of other domestic automobile manufacturers because this paper, by studying the tactics of Zhong Tai Group's new compact series, have thrown light on the relation between marketing theories and specific marketing conduct.