Marketing Strategy Of Michelin(China) In China

Michelin’formal entry into Chinese market has for past20years.In the past20years, Michelin China has made remarkable achievements. But the face of China’s tire market is becoming more competitive in the status quo; the face of global economic crisis; the face of the Michelin tire plant in Shenyang expansion situation, the Michelin tire company in China face enormous opportunities and threats. In such circumstances, requires Michelin China through the Chinese tire market knowledge, combined with their own analysis of the situation and found that the marketing problems and threats to, and through in-depth study of these issues, Michelin Tire Company in China will put forward appropriate marketing strategy.In this paper, the development of the Chinese tire market situation and development trend of research on China’s tire market, Michelin now the analysis of major competitors, as well as Michelin tire market in China, the status quo and marketing model analysis, in-depth study of Michelin tires in China’s tire market in the marketing problems. On this basis, with marketing4PS theory and products, services, pricing, distribution channels, promotions and other aspects which the feasibility of marketing programs. Full-text including the introduction is divided into seven chapters:first introduced the Michelin China marketing research background and theoretical basis,followed by analysis of Michelin’s external marketingenvironment of Chinese companies within marketing environment,and then put forward the current market in the process of problems; the final adoption of market segmentation, market positioning for its introduction of new marketing strategies...