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Research on Global Marketing Activity of China Automobile

Author: ZhuBin
Tutor: FeiHongPing
School: East China University of Science and Technology
Course: Business Administration
Keywords: China Automotive Brilliance Auto U.S. market Global Marketing Marketing Strategy
CLC: F426.471
Type: Master's thesis
Year: 2010
Downloads: 324
Quote: 0
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Abstract


The world automotive industry is in the post-crisis period of turmoil caused by the global economic crisis , the global auto industry pattern is therefore taking place in a huge change for China's auto industry to catch up with the developed countries to provide a favorable opportunity to seize the global automotive market . Brilliance Auto focus on developing the domestic and international markets since 1994 , is developing very rapidly and has been exported in large quantities in the Middle East , Africa and Central and South America and other less developed countries , and has been confirmed through the European , small quantities exported to developed countries in Europe , the United States as the largest target market , are doing the early design improvements and confirms the work . Brilliance Auto existing international marketing and globalization strategy , combing through the important academic literature perspective on the field of global marketing research presented in this article , the theory of global marketing research directions. Summarize the Brilliance Automotive overseas marketing experience and lessons learned after the use of the analysis of the macroeconomic environment, global marketing theoretical knowledge of the target market, the United States , on the micro-economic environment and business factors , summed up the opportunities and challenges faced by enterprises , as well as the advantages and disadvantages relative to competitors . According to the market segments to determine the target customer base , the development strategy in the United States , marketing strategy recommendations . In turn , make recommendations and planning for Brilliance Automotive 's global marketing strategy , the last hope for the global marketing development of China 's automobile industry has some actual reference .

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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