Study On Export Marketing Strategy Of Chana Auto Co.Ltd

In recent years, China’s auto exports showed a substantial growth. However, in2008, by the international financial crisis, the impact on China’s auto exports gradually revealed and export growth rate started to slowdown. In October2008, China’s auto exports3.53billion U.S. dollars, which fell6.49percentage points compared with the same period last year. Affected by the financial crisis, reduced foreign affordability brought a heavy blow to China auto exports. Financial crisis not only made a direct impact on China’s auto exports to the U.S. market, but also through impacts on the export markets of EU and Japan, and weakened China’s auto exports growth there. At present, the Euro zone’s growth slowed down, the Japanese economy once again stalled, a high growth emerging economies, possible long-term decline in the doldrums, resulted in more pressure on China’s auto exports. The decline of overall international demand, has been decreased the planned orders in implementation of international matching suppliers. However, the purchase by multinational companies from China has just begun. When these companies face more intense competition in the local market in the order to make costs lower, as long as the CNY appreciation is not to accelerate, it is very possible to expand product purchase spare parts in China. It also means that the potential remains great. Therefore, challenge and opportunity exist together for China’s auto exports. To choose a great export strategy is the most important both to China auto companies and Chana Auto Co. Ltd.According to current condition, in order to make a meaningful export strategy to Chana Auto Co. Ltd, we taking modern management theory as the guiding ideology. The article was divided into six components. First, a brief description of the study background, introducing the basic situation of Chana Co. Ltd. Second, introducing the relevant study theory and marketing strategy. Third, analysis on internal and external environment. Fourth, on the basis of internal and external environmental analysis, clarify the export strategic position and export strategy objectives. And to build a marketing mix strategy according to export strategy and competitive strategy. Finally, by means of making a complete monitoring system of marketing strategy, to ensure the implementation of export strategy.