| With more and more important position China is playing at this moment in the world economic globalization process,Chinese Auto industry that is similar with other commodities made in China is more and more visible in the world.More and more China auto manufacturers start to draw attention from overseas markets and expand the market share through the business of whole vehicle exporting even building overseas plants.On the other hand,with the Chinese market development change back to normal increasing speed,the overall surplus automotive production capacity followed by higher market demand has become one of the Chinese automotive market characteristics.However,each automotive manufacturer transfer to develop international market one after another in order to make use of individual over-capacity to avoid being out of the game in the intense competition.In the focused exporting market from overseas,there is no local automotive industry or automotive industry is weak in the countries such as Middle East,Africa and Mid-South America that is also the typical demanding market for the Chinese automotive brand in which Brazil is the typical market.With reference to some strategy theories and the analysis of Brazil market and the features of Brilliance Auto,this article tries to set up the most suitable strategy management for its development.The reference marketing theories in this article include marketing strategy,PEST model theory on macro-environment analysis,Porter 5 strength model theory on industry-environment analysis,SWOT model theory on environment analysis,STP theory on seminary market,target market and market positioning,4P theory on market strategy.With discretion of the detailed feature of Brazil market,and using the relative theories on it,this article analyses the macro environment,industry environment and microenvironment of Brilliance Auto.So this paper is aiming to research the Brilliance marketing strategy that will have the great significance for market develop strategy. |
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