Example And Research In Marketing Competition Of Mini Cars In Chinese Rural Market

As we know, mini car includes minivan, minibus and mini trucks. All those vehicles have no powerful engine more than 1.1L, and the dimension of lenth X width X height have no more than 3800mm×1600mm×2000mm, in addition the load is less than 600kg.In China countryside, more than 30% transport is taken by vehicles lower than developing country. In 2009, promoted by the incentive policy "vehicles promotion in countryside", mini cars sales have accelerated highly in average with 83% year-to-year to be the fastest growing segment.In respect of the peculiarity of the basic infrastructure in countryside market, the aspects of mini cars which include product's design, net working and after sales can not meet the demands of consumer.To set an example to countryside marketing for any interested enterprise, after made a marketing study of SGMW, DFYA and Kerry Motor, there is a method called "2+3"model in countryside marketing competition, as below:Marketing competition is composed by strategies and tactics:Strategies:good market segmentation, clear market purposeFirstly, enterprise should do more detailed segmentation of their countryside market, in according to the diversified countryside market in China. Good segmentation could help enterprise understand the customer and produce more useful products. By the segmentation, the market purpose could be set up reasonable, and be implemented.Market tactics, as below:Product tactics:find a reasonable point to keep balance in the customer, performance, quality, and price.Channel tactics:do expansion seriously and regularly.Promotion tactics:to earn praise constantly from rural people.All above the five elements are interactive and related deeply. Firstly, the segmentation is the most important basement for others. Secondly, products tactics, channel tactics and promotion tactics affect each other. Therefore, the five elements in the method "3+2" are composed the enterprise competitiveness.Mini cars have become the main core in the process of china becoming the biggest automobile market. But mini cars area has also faced more problems which should improve more on product availability, quality, after sales etc.. So this article will through of the related research and successful cases to find out a marketing method about mini cars in countryside market, and improving and supporting automobile development.