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Marketing Strategy Research of the Current Local Private Car Market

Author: FeiChangQing
Tutor: QianXuChao
School: Hohai University
Course: Business management
Keywords: private car market consumer behavior marketing strategy
CLC: F426.471
Type: Master's thesis
Year: 2005
Downloads: 422
Quote: 1
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Abstract


In recent years, the main part of the car market consumer appeared a huge change in China, it has changed from the official buyer to the private buyer totally.The basic reason of this change is the transformation of marketing environment of the Chinese car market. The fast growth of economy ,the obvious improvement of the residents’ purchasing power and the melioration of the consume environment that WTO bring are all the main reason that bring on the private car market rise.The transformation of the consume main part lead the transformation of the consume behavior naturalness.For example ,the demend confirmation, the information collection, the car evaluation and so on of a private consumer are very diffient in many ways. Therefore , according to the current marketing environment and consume behavior, the enterprise have to do some adjustment and innovations in the price strategy, service strategy and the channel strategy. For instance.consider the influence factors like cost and profits, the car cognition value, consume behavior and adversary etc,find the valid price strategy according to the comparatively cognition value and comparatively price; According to the actuality of service and customer demends, establish service brand, inosculate service and channel, classify the service item, provide the loan and other financial service; According to the market potential, customer demand, brand orientation and the cost and efficiency of the channel, the enterprise should make the channel more flexible, compressed, informative, directly and try to enter some new retail channels.

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