China's Car Market Marketing Strategy Research

This paper researches the marketing strategy of Zhonghua car and analyse the key problems such as products, price, marketing channel, sales promotion and service after sale. It makes the competition strategy of Zhonghua car as the center topic.This paper makes the STP theory as the basic theory. The main method is combine standard with practice. Contrast analysis, SWOT analysis, 4Ps theory are carried out to analyse the Zhonghua car's marketing strategy.The structure of this paper is developed from the macroscopic analysis to the microscopic analysis. Firstly, the paper analyse the car industrial in our country through the macroscopic circumstance. The key points are the economic development and relative policy. Secondly, it analyse the car market requirement in our country. The focal point is the requirement of intermediate and high-level car. It also analyse the car enterprise development condition and consumption characteristic of car market. Thirdly, the paper makes a thorough research about Zhonghua car's competition state and discusses the marketing strategy of Zhonghua car. Then, it analyse the tactics of products, price, marketing channel, sales promotion and service after sale.The basic viewpoint of this paper is that the market of intermediate and high-level car has become the complete competition status after two and three year's development. Zhonghua car has a good expectancy as intermediate and high-level car, but it is not assure that Zhonghua car can be on a leading status. It will not win the market competition unless it strengthen the marketing idea, reinforce the marketing working when it face the sharply competition market.In view of the understanding, the useful suggestions are put forward such as developing the loyalty of products, regulating the marketingchannel, setting up the complete CRM system, service innovation, electron business and cooperation marketing.This paper try to make a breakthrough in the following two points.1. Up to now, there is no totally research about Zhonghua Car's marketing strategy. So the paper is expected to be helpful and for reference to Zhonghua car.2. The view about electron business and cooperation market in this paper are new marketing strategy in our country and it can reduce the marketing cost especially under the condition when the price tactics as the main method. The viewpoints can help the domestic car enterprise to change the way of marketing, renew the method of marketing. So it can achieve the goal of attracting the consumer and reducing the cost.