Marketing Strategy Study On Jiangling Motors In Iran

With the continuous innovation of global science and technology and the rapid development of the global automobile industry,the role of the automobile industry in the global economic development is becoming more and more important.The automobile industry has a tremendous impact on the development of the world economy and social progress.After the founding of New China,the development of China's automotive industry has gone through more than 70 years,especially in recent decades,and maintained a high-speed growth.In 2018,China completed 27.809 million vehicles and 28.081 million vehicles,respectively,and has been the world's top automobile producer for many consecutive years.However,due to the decline of macroeconomic growth,Sino-US trade friction and consumer confidence,China's automobile market is still facing greater pressure in the short term.In 2018,production and sales decreased by 4.2% and 2.8% respectively compared with the same period last year.Meanwhile,China's automobile export volume increased by 11.3% in 2018 compared with the same period last year.Due to the increasingly fierce competition in the domestic automobile market,more and more automobile enterprises begin to focus on the overseas market.Jiangling Motors,as the leader of light commercial vehicles in China,also pays great attention to the development of overseas market.In recent years,China's self-owned brand automobiles have gradually gone abroad and started to clap hands in the international overseas market.However,the current global economic downturn has brought about a slump in the car market,the competitiveness of China's automotive enterprises is insufficient,and how can China's automotive internationalization go on? Therefore,this paper takes Jiangling Motors as the research object,combines with its own work experience,through the analysis of Jiangling Motor's export marketing strategy in Iran,explores the internationalization development road suitable for Jiangling Motors,and even provides reference for the development of other Chinese self-owned brand automobiles.Guided by the relevant strategic theory of international market,this paper firstly introduces Jiangling Motors and its marketing status.Secondly,it analyses the development process of Jiangling Motors in Iranian market.Combined with the comprehensive environmental analysis of Iran,it finds out the problems of Jiangling Motors development in the region.Finally,it puts forward relevant optimization and improvement in product,price,channels,and promotion for Jiangling Motors.