Marketing Strategy Of Xiamen KL Minivan Oversea Business

In the most recent ten years,Chinese minivan industry experienced a booming period.With the saturation of domestic market,many minivan manufactures start developing overseas market and looking for new point of profit growth.King Long overseas minivan business is now trying to transform from trading to marketing.At this moment,King Long mainly focuses on order management,trading and logistics,while short of market demand analysis,marketing strategy and distributor management.Due to high dealer dependency and lack of control of channel network,King Long minivan overseas performance is stagnant even dropped,especially under the deteriorating business international trade environment.In order to change the passive situation,Xiamen King Long is seeking for new marketing model and studying overseas business development strategy,which not only has practical significance but also provides reference to similar car export companies.This research has employed several methodologies including literature review,comparative analysis,in-depth interview and combining theory with practice.Firstly,it reviews the marketing theory.Secondly,it analyses Chinese minivan industry and King Long oversea marketing mode,proposes existing problem in King Long minivan overseas business.On the premise that marketing mode can be learnt;it analyses successfully experience of other auto companies.Finally,through in-depth interview with King Long distributors and end users,it concludes their major concern during minivan purchase.Through the above steps,the research concludes that King Long minivan shall provide product and service satisfying customer demand based on 4Cs marketing theory,make price strategy based on customer’s willing pay cost,achieve customer communication through brand management,achieve customer convenience through channel management and customer relationship management.In the mean time,King Long shall rebuild company structure to better implement new marketing strategy and make use of government source to increase the market share.