Study On Marketing Strategies For Chevrolet Brand

Since 1990 s,Chinese economy has growth rapidly,and people’s living standards have improved gradually.With the expansion of economic activities,automobile become important necessity of life.The car sales of China grew from 1.71 million in 1997 to 28.27 million in 2016,increased 15 times.In 2009,China successfully surpassed the United States to become the world’s largest car producer.With the increasingly fierce competition,marketing strategy of automobile company is playing an increasingly important role in promoting sales.Since entered into China in 2005 until 2014,the Chevrolet brand sales volume maintained steady growth.With the rise of Chinese brands and the sinking of Buick and other middle class brands,Chevrolet’s original cost-effective positioning has been challenged greatly,and living space has been squeezed.After missing SUV and electric car development opportunities,Chevrolet brand sales has declined seriously since 2015 and became the only brand which declined continuously among the three major brands of General Motor.The downward trend still had not slowed until June 2017.Therefore,it is very important for General Motor to find out the reasons of Chevrolet brand sales decline and put forward corresponding solutions.As an employee of General Motor,I choose this topic as my thesis.Based on brand management,positioning theory and 4Ps marketing theory,though the analysis of the macro environment and the internal environment of Chevrolet brand,and comparison with competitors;Author found the problems existing in the brand and product positioning,and the problems existing in the product,price,channel,promotion.And found the root cause of Chevrolet sales falling.Finally,in view of the present situation and the insufficiency,the author has proposed a series of improvement measures.Through a clear brand and product positioning,focusing on SUV,create SUV experts image to enhance the brand image;product with rich variety of products,accelerate new product introduction speed and improve the imported car business to increase competition opportunities;through the price anchor Buick,reasonable market price,reduce the frequency and intensity of price to improve price competitiveness;and then through the channel sink and improve channel capacity to increase sales opportunities;Finally,by diversification promotion,change the marketing idea to enhance the promotion ability.In this thesis,the improvement measures of Chevrolet brand will be of positive significance to the sales and market share in China,can help Chevrolet brand growing sales volume,also benefit the long-term development,and it can also provide reference for other auto brands in the Chinese market.