Oncross-cultural Marketing Paths Of Chinese Brand Automobiles In Africa

Automobile has step into the human history for more than a century, but international automobile trade has lasted for only fifty years. With the emergence of economic globalization, international trade has become an essential and efficient way to develop automobile industry. In recent years, Africa, as the last under-developed land, has attracted close attention from the international capital. Facing such opportunities and challenges, how to overcome their own weaknesses and grasp opportunities, thus getting access to African market becomes a key problem to the Chinese automobile industry.The thesis consists of five parts. In abstract, the 1st chapter, the research background, significance, contents, methods, structure and innovation are briefed. The 2nd chapter briefly introduced the previous related domestic and abroad theories and research findings. The 3rd chapter deeply analyses the automobile market environment in Africa. The 4th chapter is the main part of the thesis. In this chapter, the thesis introduces the relationship between marketing and culture, and raises cross-cultural marketing strategies accordingly. The last chapter takes BAIC Auto as the case, and analyses its marketing ways in Africa.The innovation of the thesis lies in the research direction of “Cross Cultural Marketing”.As for research methods, the thesis combines both theoretical and empirical analysis and takes qualitative analysis as the main way. What's more, it also adopts quantitative analysis and case analysis as support and proof, as well as employs SWOT model, PEST model and Michael Porter's Five Forces Model. In the research process, the thesis finds out the statues quota of African automobile market, as well as the strengths and weaknesses of Chinese brand automobile, thus giving out effective methods to get into the market.