Windmill Department Of The General Motors Chevrolet Brand Of Music Marketing Strategy Research

With about 12-year hardworking after foundation, Shanghai GM has achieved a lot till now. However, since more and more competitors are coming, the industry is becoming globalized, Shanghai GM must set up a new strategy to keep growing healthily in the future. Many questions of strategy, even tactics, should be studied carefully. Chevrolet brand launched in China in 2005, it has developed very fast these years based on Shanghai GM's current marketing system and sales volume exceeded 50,000 vehicles, now it plays the most important part of Shanghai GM's sales strategy.LOVA series launched in China market in 2006,after it remains the top sales car in the small sedan market. It succeed in Chevrolet brand popular in China, succeed in the sales network of Shanghai GM, brand & marketing strategy, and succeed in the developing auto market of China.LOVA's successful marketing cases of Shanghai GM have become classical cases for study for other new model developing and marketing, for other company new brand and new product sales, even for the car industry.This paper first analyzed the multi-brand and multi-level brand structure of Shanghai GM, then, combining marketing theory, analyzed Chevrolet LOVA's marketing strategies from different aspects: product strategy, public relations strategy, advertising strategy, channel strategy, service strategy and CRM strategy, etc. The successful strategies of Chevrolet LOVA will provide good references to other new model, other brand, and other companies.