Research On The Global Marketing Strategy Of Yuejin Light Trucks

Witnessing from the completing of Carl Benz’s first car,the global auto industry has passed more than 130 years.During the 60 years of history of China’s auto industry,we have made remarkable progress and achievements,while now new challenges standing in front of us.The Global Marketing Strategy is indeed one of the key strategies of most of the successful global companies,because the global-orientation is the key to sustainable and healthy development.Since the entry of WTO in 2001,many Chinese auto companies were attempting to go overseas.But the problem of our techniques,quality,after service,and marketing etc caused much rough when we sold our vehicles abroad.For example,Cherry Motors failed to open the USA’s gate;Brilliance Auto exportation to Europe stagnates due to bankrupt of their agent;Geely Motors called back in large quantities from Russia because of the brake hose problem in 2015 etc.Such kind of events happen very often.As the earliest self-owned brand of light-duty truck in China,YUEJIN has more than 50 years history since it was born in 1958.The exportation of YUEJIN also has passed for about 20 years.While,at present YUEJIN light trucks overseas marketing system is relatively weak,internationalized operation always stays in the primary stage,Can’t fulfill the requirement for a rapid development in the global market.In order to build YUEJIN brand into an independent Chinese commercial vehicle brand with internationally competitive ability,realize rapid growth of export volume and overseas business,we must grasp the strategic opportunity of change of global auto industry chain and the development of China’s automobile industry,make full use of the existing results and advantages of YUEJIN brands globalization,to speed up the comprehensive innovation,realize change of strategic export from opportunities export,from trading-oriented business to marketing-oriented business.To do this,the overseas business of YUEJIN need rise to a strategic level,and adopt corresponding measures.This article is set in the auto-industry globalization tendency,which takes the penetrating of YUEJIN Light Duty Truck,subordinate to SAIC commercial vehicle brand as example.Firstly the article has settled and summarized the significance academic literature and theoretical basis of global marketing strategy;Secondly,it has utilized GMS model to assess the current performance of YUEJIN’s global marketing,reaching the conclusion that the Internationalization strategy of YUEJIN still remains a lower level.Meanwhile,reviewed the background of SAIC MOTOR,YUEJIN manufacture as well as its export enterprise and analyzed the gain and loss of YUEJIN overseas marketing.Besides,used some analytical method,including PEST,value chain,Michael Porter’s Five Forces Model and 6P theory,to analyze the macro-environment of global marketing and micro-environment of inner enterprise,confirmed the core competitiveness of YUEJIN by means of SWOT model.Finally,the article has put forward the strategic mission,target and guiding ideology,proposed "Three Stages" developing step and the conception of establishing YUEJIN International Co.,classified global market so as to provide dynamic strategies,such as product,price,channel,brand and after-sales service,as per the various market condition.In the bottom of the article presented that,hopefully,the experience of YUEJIN global marketing can be used for other Chinese Automobile Enterprises which at the alike development stage,also come up with three points that worthy to be introspected by Chinese Automobile Enterprises.So important as the first two stages of major development period for YUEJIN global marketing,this article combines qualitative method with quantitative method,gives a thorough program for YUEJIN overseas development strategy during the "13th Five Year Plan".By means of target market evaluation model,optimizing and selecting 12 key markets for further comparative analysis and put forward the penetrating principles and development goals for different markets within the Five Years Plan.In this article,it integrates strategic management,marketing management,HRM and information management,comprehensively used study methods,such as theory and practice,literature inspection,case comparison and learning,universality and individuality,to analyze the condition of environment and enterprises.Gradually,delineating a development idea for YUEJIN to moving towards the world and surely the concrete implement strategies presented will contribute certain significance to the YUEJIN brand development as well as corporate actual operation.