Research On Marketing Strategy Of MC Automobile In Chile

In recent years,with the continuous promotion of the "Going out" strategy and the "Belt and Road" Initiative,more and more Chinese automobile enterprises go abroad and extend their product sales tentacles to all over the world.Chile is an important market for Chinese auto exports,with China’s total export volume reaching 212,000 units in 2022.Due to the inclusiveness of the Chilean auto market,the world’s major auto brands have entered Chile to seize a foothold,and Chinese cars often occupy the first place in the Chilean auto market.However,as the leader of light commercial vehicles in China,MC’s share of commercial vehicles in the Chilean automobile market is not satisfactory,among which the marketing strategy is an important reason for this phenomenon.Therefore,based on the analysis of the marketing environment in Chile,this thesis intends to study the marketing strategy of MC Automobile Company in the Chilean market,with a view to expanding the influence of MC automobile brand in the Chilean market and improving corporate performance and profits through strategy optimization.This thesis is divided into seven parts.The first part is the introduction.The second part is related concepts and theories,focusing on 7Ps marketing mix theory and related analysis tools.The third part focuses on the objective analysis of the macro environment and industry competition environment of the Chilean market on the basis of the introduction of the general situation of MC Automobile Company,so as to pave the way for the subsequent research.The fourth part uses the method of in-depth interview to analyze the marketing strategy of MC car in Chile market.The research found that the current marketing strategy of MC Automobile company has some problems,such as lack of product type combination,lack of price competitiveness,imperfect online channel construction,insufficient promotion,poor service process and lack of tangible display.The fifth part uses the SWOT-AHP model to analyze the influencing factors of MC automobile market in Chile,and the results show that MC automobile should adopt SO marketing strategy.The sixth part is divided into MC Chile marketing strategy optimization suggestions,including:(1)product level: expand product portfolio,improve product quality,and improve the convenience of product maintenance;(2)Price level: adopt differentiated pricing to improve product price competitiveness,and take price incentive measures for dealers;(3)Channel level: improve online channels and strengthen the management of dealers;(4)Promotion level: use local culture to promote sales,strengthen new media promotion,and carry out random gift products around activities;(5)Personnel level: improve the service awareness and professional level of staff;(6)Process level: focus on the whole process before and after consumer purchase;(7)Tangible display level: add VR experience of automotive products.The seventh part is the research conclusion and prospect.