| With the rapid development of China’s economy, the cars’ sales grow rapidly.China Youngman Automobile Group Co., Ltd is a comprehensive Automobile Group Co., Ltd located in Jinhua, Zhejiang province. Youngman Automobile Group’s commercial vehicles, especially passenger cars is the leading luxury brand in China,which is the official cooperative enterprise with 2008 Beijing Olympics, but since2006, Youngman Automobile Group cooperates with the British Lotus Group to enter the passenger area, after nearly a decade development, the portion of Youngman Automobile Group in the passenger area market is still small. This paper attempts to find out the company’s current problems of passenger cars’ marketing model, and presents the corresponding countermeasures and suggestions, thus enabling the company’s passenger cars relying on the advantages of commercial passenger areas to further enhance brand awareness and market share.At first, this paper describes the background and significance of the study,research status at home and abroad. Next it introduces the status of Youngman Automobile Group commercial vehicles and passenger cars’ marketing model, and then analyzes the political and legal environment, economic environment, social and cultural environment, technology and natural environment of Youngman passenger cars marketing using PEST analysis. Then, with the SWOT analysis a detailed analysis of the Youngman Automobile Group passenger car sales in the Chinese market including strengths, weaknesses, opportunities and threats was present. On this basis, the paper identifies the problems of Youngman passenger cars business in terms of marketing idea, product, price, marketing organization, and marketing technology.Finally, according to these issues, the paper offers the suggestion in terms of price,place, promotion, service on how to improve Youngman Automobile Group marketing mode, hoping that it will have a certain reference value for the Youngman Automobile Group passenger cars’ sales. |
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