Research On The Market Demand And The Marketing Strategy Of The Parallel Import Vehicle

Parallel import vehicle sales model:instead of the vehicle has not been authorized by the auto-manufacturers,traders import vehicles by the means of international trading and sell the vehicle by themselves.The biggest difference between it and the 4S shop sales model is that,it is not under the limits of the domestic automobile manufacturers in the management system and the price strategy.In 2005,it has already existed,but because of the policy,the trading and the economy environment,it has not been able to obtain legal status which it should be.It has been considered to be "the smuggling cars" for a long time.So getting the legal license,passing the vehicle detection,repairing and services after the sale of the parallel import vehicle,has been a main factor of restricting its development.But with the development of the economy,and the situation of the monopoly behavior performed by the foreign auto enterprises,such as the discriminations of the vehicle price,parts supplying,customer services,the Chinese government has determined to change this state.In order to deepen the reform of the development of Chinese auto sales industry,and make it faster,that get into the healthy marketing development,in 2014,the government has finally decided to set up the pilot zone of the parallel import vehicle in Shanghai free trade zone.And with the laws and regulations promulgated by the relevant departments of the government,the parallel import vehicle obtained the proper legal status,but also the market of the vehicles sale has been really opened.Therefore the research on the parallel import vehicle’s market demand is necessary.The problems mainly studied in this paper includes the following two aspects:the market demand in the new situation of market,and the marketing strategy in this situation.For the research of the market demand,this article mainly get the achievement through the analysis of the market environment,the collection of relevant information,the selection of the scientific analysis methods.This article,firstly,make the analysis how the parallel import vehicle will get the development trend in market environment from a macro point of view.And it get the point which affect the main macroeconomic factors of market demand through the related research method.Then,from the micro perspective,the studies make the point on the consumer behavior,and formulate the scientific method of questionnaire.By selecting samples,making analysis of these questionnaires,we can draw the conclusions which is mostly close to the actual consumers’ thought.All above,the market demand research can help enterprises to find their market positioning quickly and accurately,to develop the more targeted marketing strategy,to get part of the market share in a short period of time.In the end,the paper get investigation results,on the above,summarized,and on the basis of relevant experience and the achievements of the research,it also construct the combination marketing strategy scientifically,and it will give the related enterprises the reasonable suggestions in the future marketing situation systematically.Looking forward into the future,the market of the parallel import vehicle will be huge,we have the reason to believe that,in the near future,it will become the integral part of China’s automobile industry.In this article,the researches relevant to the conclusions have certain reference value,I hope it can make some help in the preliminary establishing and later development to the related enterprises.