Chery Automobile Special Vehicle Business Unit Marketing System Research

Marketing system is crucial for automobile enterprises. It not only reflects theenterprise’s marketing level and profitability, but also is related to the long-termdevelopment and survival of the enterprise. At present, under the increasingly fiercemarket competition background, the trend of homogeneity for automobile products isbecoming more and more obvious. For any of the automobile enterprises, therefore, onlyby building highly efficient marketing system and continuous optimization design can theenterprises enhance their own comprehensive marketing ability; improve marketcompetitiveness, so as to ensure healthy and sustainable development of the enterprises.In this paper, the study mainly includes the following parts: first of all, the presentsituation of domestic automobile market, pickup vehicle development and the relatedtheory of marketing system are reviewed, which found that Chery marketing system in thefield of pickup trucks has certain development space, mainly because Chery constructed amarketing system that adapts to the market and meet the characteristics of enterprises. Onthis basis, this paper puts forward the thesis research ideas and research methods; Secondly,this paper analyzes the developing course and Chery automobile Special vehicle BusinessUnit of the market environment, main competition situation, development trend, marketopportunities, threats, as well as the core problems of Chery automobile Special vehicleBusiness Unit; Third, from the perspective of marketing4P theory, this paper analyzes theproduct strategy, price strategy, channel strategy, promotion strategy of Chery automobileSpecial vehicle Business Unit. At the same time, based on the above analysis, the paperputs forward the marketing system innovation design goal and the principle, design schemeand the marketing system of Chery automobile Special vehicle Business Unit; Finally, thispaper illustrates the suggestions to marketing system design of Chery automobile Specialvehicle Business Unit.