| With the development of China economy, nearly all the famous automobile company all over the world aimed 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 gets 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 proposes.Currently, the competition of vehicles mainly comes from domestic market, but "Enter into WTO" is an 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. Hafei 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. Hafei could get competitive advantage only by enlarging its good point while shortening its defects.Competition always comes with opportunity and so does the opposite. Hafei vehicle 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 Hafei vehicle's strategy in terms of Hafei company strategy, including external environments analysis, competitor analysis and internal environments analysis. Based on Hafei's overall strategy, puts forward the proposal to the Hafei passenger vehicle marketing strategy. From the product strategy, pricing strategy channel strategy and marketing strategies in several ways to focus Hafei vehicle's marketing strategy. At last, Through the organization structure, marketing channels and the quality of management and control perspective Marketing Strategy Implementation, Marketing strategies will be translated into action plans, And bring forward the Automobile products and marketing specific policy proposals. This will contribute to the achievement of Hafei overall development strategy set goals, Help enterprises to enhance their core competitiveness and the sustainable development of enterprises. |
