The Research On Overseas Marketing Strategy Of China’s Micro-car Enterprises

Automobile industry is a capital-intensive and technology integrated industry with long industrial chain and large mode. Globally, the direct rate of automobile industry’s contribution to GDP is7%and the indirect rate is32%, and it is the pillar industry of many contemporary developed countries and developing countries. As world economy develops towards globalization and integration, automotive multinational giants of developed countries have competed to dominate the world. Automobile industrialization has already been included in the international division of labor and the vast network of the international market. Because of automobile industry’s great impetus and radiation to the economy, it is known as "the machine to change the world".After the founding of new China, and with decades of development, China’s automobile industry has developed from zero to large, and now has become the world’s powerful production and sales country. As a subsystem of the Chinese automotive market, China’s mini-car market not only has an important position in the development of China’s automobile industry, it also connects closely with the energy crisis, energy conservation and emissions reduction, urbanization, low-carbon economy. With the expansion of globalization, combination of mini-car market’s localization and internationalization has become an inevitable trend and important direction of the development of the Chinese car in the future. Over the years, China’s independent brand automobile enterprises grew up from the social margins and have gradually fallen on their feet in the domestic market, and their product quality and brand have received large enhancement. So some enterprises like SGMW have entered international markets from passively to actively, and they have obtained good achievements.Based on the above background, through combing the domestic and foreign relevant researches and comprehensively using theories like marketing、international trade、development strategy, this article focuses on the following questions:1. we review and summarize the development history and overseas marketing present situation of China’s mini-car, and we mainly discuss the basic way of mini-car overseas marketing and its way of evolution.2. According to China’s actual situation, we make a SWOT analysis to China’s mini-car overseas marketing.3. We design the overseas marketing strategy of Chinese mini-car enterprises, including setting strategic objectives, strategic focuses and target market selection, enter the path way, and we put forward the corresponding strategy from the angle of the4PS.This article aims at improving the performance of China’s mini-car enterprises overseas marketing, and producing the independent mini-car’s brand with international, to promote the internationalization of China’s mini-car enterprises.