Research On Jiangling Motor's Overseas Marketing Strategy

The automotive industry is one of the key supporting industries of a country's economy. The correct Overseas Marketing Strategy's selecting of the automotive manufactures could improve competitive ability, reduce cost of adjusting industrial structure, add social welfare and establish the international brand image, to let the automotive manufacture become more and more competitive.The Chinese automotive market has a very rapid increase during the past years with 20% overall increase and more than 30% increase in the sedan segment. The whole market has sold 8.8 million units of vehicles, including 0.62 million units of export which has an increase of 79%. Based on the current increase tempo, the total production capacity of Chinese automotive industry could reach 15 million units in 2010, while the estimated domestic demand is only 12 million units. Thus the extra 3 million production capacity will make the market competition more severe and urge the manufactures to expand their export.However, compare to the Chinese automotive industry's increase, the relative specific research is a little bit lag. Since the start is a little late, the research of Chinese automotive export and its overseas marketing strategy is very few, and almost there is no specific research of a representative Chinese automotive manufacturer to define the overseas marketing strategy's new selecting and its implementation policies. Thus the purpose of this thesis is to start the attempt research to find out the suitable long-term strategy for Chinese automotive industry.Based on the review of the international automotive manufacturers' overseas marketing strategy development and the comparison of implementation of various overseas marketing strategy, this thesis analyzes the environment of the implementation and effecting factors and put forward pertinence and constructive opinions for the relative strategy in different phases, and finally find out the correct overseas marketing strategy new selecting and its implementation policies of the representative Chinese automotive manufacturer: Jiangling Motors.This article is divided into seven parts. Part one mainly introduces researching sense, researching concept, researching means, innovations and reviewing researching outcomes in overseas marketing strategy. Part two introduces relative theories about overseas marketing strategy, including concept of overseas marketing strategy, analysis of implementation phases and the basis of the theories. Part three analyzes the current export status of representative Chinese automotive manufacturer-Jiangling Motors. Part four is the SWOT analysis. Part five puts forward the overseas marketing strategy new selecting and its implementation polices of Jiangling Motors, which is the research keystone and staying point of this thesis. Part six analyzes the ensuring measures of Jiangling Motor's overseas marketing strategy. Part seven contains conclusions and looking- forwards.