European Three Bicycle Domestic Marketing Strategy Research

With the growing awareness of environmental protection of each person around the world and the improvement of needs on leisure and health sports, cycle is and is still willing to continue to be one of the favorite tools which is beloved by people for transportation,health sport,leisure and entertainment. This year is the 30^th anniversary since China implemented reform and open policy and also the 60^th anniversary since new People's Republic of China was built, China's economics made a flying growth in the past 30 years. People's transportation way changed revolutionary. And also the good economics environment produced a number of rich Chinese people in advance, who have higher needs and wants for their expected products and service which changed from single functionality and only price sensitivity to be a comprehensive rich essential value. Chinese consumer behavior have transferred their consuming habits from the past "warm and full" style into the present "diversity and very good" style in different way.. People showed a great interest on long term luxury goods.European products, particularly from Germany Products and services are a symbol of high-quality. The European-style three-wheeled trike described in this paper is originated from Germany. Currently it's very popular in the high-end consumer groups in Europe. For various reasons, there is still no the same or similar products on the Chinese domestic market. The writer is willing to introduce this kind of luxury products from Europe into China and build on own business based on the above background. In this context, analysis and introduction of European-style three-wheeled bike to the Chinese domestic market is especially meaningful.This paper describes the characteristics of the product. Through the analysis on China's bike industry development environment in the model of PEST and competition,SWOT combined with consumer behavior marketing research, we induced our target customer have feature as: yearly income is over 100,000 RMB, the kid who is the only child of a whole family and his/her age is below 18. Based on the market positioning of pursuing value of "fashion,entertainment and experiencing high end luxury goods, we designed "the niching and differentiation" marketing strategy. Under the guidance of Blue Ocean Strategy,the context described detailly about comprehensive marketing strategy from product,price,place,promotion,internet and service perspective.I did the research in ways of theory combined with practice. I do expect it will contribute a bit to the company or organization which is willing to do international marketing or new business.