| With the development of Chinese automobile industry, the industry of domestic automobile maintenance products has been developed rapidly. For it is a new industry in China, there are few investigations and reports on the field of automobile maintenance products. As an earliest enterprise entry into china market, the development of the Peric brand automobile maintenance products investigated by the 718 research institute of CSIC was lagging. In order to solve this problem, the thesis started the research from marketing strategy and marketing scheme design and put forward the development progress of the Peric products. It has practical significance on long-term development of the industry.The thesis is composed of a study of the marketing program design on Peric products. Firstly, the paper introduced current situation of Peric products and research background. The external environment such as consumers' behavior, rival companies was analyzed. The opportunities and challenges which Peric confronted with were pointed out. It continued to review the Peric brand's internal resource and competence, the company's advantages and disadvantages were also pointed out. By using SWOT model, it analyzed the opportunities and challenges, advantages and disadvantages. The recent marketing strategies were proposed which composed of expanding production scale, enhancing propaganda, setting up the good brand image and exploiting new market. The long-term marketing strategy focused on diversity and innovations of product, brand, channel and market. Secondly, the thesis analyzed the characteristics of Peric brand and classified the products. On this basis, it compared the Peric products with rival ones and proposed different product design. It designed the price project and improved the marketing channel design after finding the abuse of existing channel. It also studied on the design of promotion scheme which combined variety promotional tools. Finally, it summarized the research work. |
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