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Brilliance China Car Marketing Strategy

Author: LiuZhiZuo
Tutor: LiuXiaoBing
School: Dalian University of Technology
Course: Business Administration
Keywords: Automobile Industry Marketing Strategy Zhonghua Sedan
CLC: F426.471
Type: Master's thesis
Year: 2005
Downloads: 538
Quote: 1
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Abstract


With the development of China economy, nearly all the famous automobile company all over the world aim at the China automobile market. They enter into China market either with the form of joint venture or export their products to directly to China, which makes the market more complicated and competitive. Especially after China get into WTO, the competition will be heavier. Different companies cater to different market with different products, however, the analysis and comparison to the object market is the base of marketing propose.Currently, the competition of vehicles mainly comes from domestic market, but "Enter into WTO" is a inevitable issue to every automobile company, which means both chance and challenge to the companies. The imported vehicles are coming more and more important factor to China market. Jinbei zhonghua car has a lot of uncertain factors which are both long term and short term. As anything has two sides, there are both advantage and disadvantage in the automobile market. Jinbei could get competitive advantage only by enlarging it’s good point while shortening it’s defects.Competition always comes with opportunity and so does the opposite. Zhonghua sedan has more difficulties and has to work harder to hold her position. First of all she must make her operation strategy -marketing strategy and execute it successfully.This thesis analysis Zhonghua sedan’s strategy in terms of Brillance-auto company strategy , including external environments analysis, competitor analysis and internal environments analysis. Zhonghua Sedan market analysis including, market segmentation ,market targeting and market position .

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