A Study On Product Strategy Of Chinese Self-owned Brand Motor In Overseas Markets

The automobile industry is a strategic and pillar industry of the national economy and one of the industries with the highest degree of globalization.Since joining the World Trade Organization(WTO),China’s auto industry has developed rapidly,the scale of auto product exports has steadily increased,the trade structure has continuously optimized,and the quality and efficiency have significantly improved.The central government has issued relevant policies for many times to support the overseas development of self-owned brand cars.Therefore,it has great significance and value to study the overseas product marketing strategies of Chinese self-owned auto brands in terms of the country’s major policies and the vital interests of enterprises.In Chilean market,China’s own brands occupies an important market position,so we should pay more attention to the key markets like Chile.As one of the five major Chinese auto brands,the sales of BAIC in Chile,South America and the rest of the world continue to decline.Therefore,it is necessary to specifically analysis the reasons for the decline of BAIC Motor in Chile.There may be various reasons for the decline in sales and market share.From the perspective of marketers,this article mainly analyzes and discusses its marketing strategy.The product strategy is the basis and premise of marketing strategy,so this article mainly analyzes and solves problems from the current situation of BAIC’s product strategy in Chilean market.This paper firstly uses PEST,SWOT,Porter’s Five Forces Model and other tools to analyze and research the Chilean automobile market environment.Through interviews with BAIC Motor’s international marketing personnel,BAIC Motor’s Chilean dealers,distributors,and terminal sales personnel,discussing the product types and combinations in the international market,demand product type in Chilean auto market,and product feature preferences.Based on the results of the interview and investigation,it finds that there is a gap between BAIC Motor’s product strategies in the Chilean market.This article adjusts BAIC Motor’s STP strategy in the Chilean market.Based on the new positioning,giving specific suggestions for the adjustment and improvement of BAIC Motor’s product strategy in the Chilean market.To help BAIC Motor’s marketing and development in the Chilean market.In addition,providing experiences for other Chinese self-owned Brand to make products strategy.It also can provide inspiration and reference for the international development of China’s own brand new energy vehicles.