The Study On Marketing Strategies Of DB Automobile Company

China automobile market,whose sales reached a new peak last year,is now the biggest automobile market worldwide.It becomes the key competitive place for a large range of automobile brands.Recently,the competition within this market has become increasingly fierce,owning to domestic brands robustly growing,joint-venture gradually investing core products into Chinese market,higher criterions on laws and regulations,new technics being introduced,etc.Meanwhile,the development of Internet and the booming scale of 1990s' costumers bring the challenges to the traditional sales strategy.DB is a joint venture of automobile manufacturer.Despite occasionally disturbance of political issue,it develops steadily.However,in order to keep up with the development of automobile market and maintain the competitive edge,especially to deal with new challenges and seize new opportunities,DB needs to re-analyze its original sales strategy and discuss its developing direction.This paper first analyzes the market and DB's competitors by PEST analytical method as well as Porter's five forces model.Secondly,this paper analyzes the domestic environment of DB.By using the SWOT model to match the opportunities,threats,advantages and disadvantages of DB with its current sales strategy,this paper consumes that there is a great opportunity for DB to conquer the challenges and develop steadily.Specifically,this paper suggests strategic goals for DB.DB should take advantage of its brand value,edgy products orientation and high-standard manufacturing level to enforce its leading role in SUV market and become a challenger in the new energy market as well as low-end MPV market in three years.Meanwhile,the benchmarks are suggested as follows.To exceed one minion units in production and marketing capacity,to maintain the earning ratio at 10% and to maintain the market share at 3.0% with increasing rate of 10% annually.Most importantly,this put great efforts in proposing four strategies,which are products,costs,channels and promotions,to reach the goals.