China Brand XX Product Positioning And Pricing Study In Australian Market

To support the Chinese automotive brand export to overseas market,Take XX brand enter the Australian car market as an example,based on market consumer survey results and specs volumes data analysis,learn from the foreign brand market research methodology,explore the Chinese brand for the new overseas market entry strategy include market assessment,product brand positioning,product specification definition and pricing strategy,and proposed product pricing and brand positioning to XX brand.This paper consists six chapters,the main contents of each chapter are as following:The first chapter describes the background and significance of the study,as well as the description of the research methodsThe second chapter described the situation of Chinese automotive brands in local and the overseas markets,pointing out that the development of overseas markets is an effective way to break through the bottleneck of growth.The third chapter analysed the feasibility of the Australian market entry through 3 key elements analysis model,involved market attractiveness,market size and the difficulty of entry Australian market.The fourth chapter establishes the brand positioning through Jack Trout's three ring positioning method.The fifth chapter is the analysis of the status of the Australian automotive vehicle market from multi dimensions by segments.Researched the specification trends by each segments.Studied the successful new model pricing experience in the history.Finally give the suggestion to brand XX on the basic parameters,pricing strategy,specification advice and prioritized the launch sequencing.The sixth chapter consolidated the conclusions were made,and forecast final sales volume by segments.