The Global Marketing Strategy About Rely Of Chery Auto

The Global Marketing Strategy about Rely of Chery AutoChina has become the largest new car market since2009. For our auto industry, we had achieved our dream which was to become bigger from then on. Then how can the Self-owned Brands be better becomes the main purpose for the next stage. We are now faced with more and more foreign auto industries which have been pouring into our market. The Self-owned Brands may find other ways to stand out. For example, they can improve their own brands and qualities, while open new markets abroad to put Internationalization strategy into practice.The first chapter introduces an overview of the global automotive industry, a relatively large proportion of the four veteran automotive power vehicle production in the United States, Japan, Germany and France, the world’s total vehicle production, although in recent years, the proportion of the four countries’vehicle production declines year by year, but they still have a pivotal role in the world automobile industry, while the output proportion of the BRIC countries also increased significantly year by year, it has become the growing threat to the four countries. Then presented the overview of the development of the Chinese auto market, China’s auto production and sales has become the first in the world, but there are lots of related issues, such as:lack of car ownership per capita, the car company brand crisis, limit line purchase of the policy, car shortage of talent, energy shortages and serious pollution and lag of automotive aftermarket. The long run, as an important part of the world’s automotive industry, the next decade is the golden period of China’s automobile industry. Rely is All-round commercial vehicle and high-end brand of the Chery Automobile Company, The second analysis of the performance of China’s own brand vehicles in theinternational market, there was no outstanding performance of the domestic market inthe first half of2011, the auto companies, has achieved rapid growth in overseasmarkets. Own brand car prices to boost sales and have to accelerate the pace ofdevelopment of the export business. Author use the SWOT method to analyze theChery Automobile international market and the macroeconomic environment, First ofall In the future Chery should from their own advantage, to play the impact oflow-cost strategy to seize the low-end international market, through new products andenergy technology research is needed to gain a competitive edge, followed by activeuse of national policy, subjective actively strengthen international and regionalcooperation to expand exports, and then use the appropriate opportunities for mergersand reorganizations to improve the brand image and product awareness, the use of theresources of the target market expand and improve the sales channels and networks.While increasing product quality stability and capital investment and attention inorder to participate in the increasingly fierce international competition. Finally, inorder to reduce the influence of other factors on the internationalization of Chery,Chery must increase the cost control and the accumulation of international experiencein the automotive market. Then By contrast Rely models and the models ofcompeting brands, which Rely, Chery brand marketing status quo analysis. Thesecond chapter states the existing problems and insufficient statements of Rely in theprocess of internationalization.The third chapter, the author do the related research Rely brand’s STP strategy, atfirst international automobile market is subdivided into low-end car market, theemerging automotive market, perfectly competitive auto market. For Rely, theinternational market of its target emerging auto market. Chery hopes that the Relybrand can become high-end car market in order to get rid of low-cost brand label ofhim. The international market is undoubtedly a double-edged sword to Rely, ifsuccessful, will help enhance Chery’s overall brand effect, Chery product image andappeal, if it fails on the Chery future market competition is a great harm. To begin with the fourth chapter, author analyze the Rely international marketingstrategy from the brand strategy, product strategy, pricing strategy, channel strategyand marketing strategies inspective, although the number of Chery export cars hasincreased rapidly, accompanied huge profit growth, the brand’s impact can bedescribed as huge, Chery should intensify the construction and development of itsown brand-Rely, if you want to open international markets must meet internationalconsumer demand for the performance of the car. For Rely penetration pricing can beused as it is the impact of the primary pricing strategy for foreign markets. Rely canuse a combination of multiple channels for the international market channelconstruction. Rely can take advantage of brand influence, through promotions toenhance his own reputation, to stimulate buying demand and training needs to be anoption.Author use protect strategy to analyze in the last chapter, if Rely want toimplement the international marketing strategy healthy and stable, it must pay moreattention to the staff, fund, product quality and after-sales services, in order to achievesustainable development, Chery should be strengthen the protection of the capitalchain. Chery must be based on their self strength and development, rationaldevelopment of flexible and properly funding the financial protection scheme in orderto promote its global strategy. Employment mechanism, Chery should be fullyintegrated international resources. Only high quality and low price is the Cherywinning the kingly. Rely is the Chery’s high-end market in the internationalautomotive quality impact a sword. As a key to the Chery’s international marketing,good after-sales service system will be related to the Chery products in the marketperformance.