Study on the Marketing Strategy of Chinas （研究中国的营销策略）.pdfVIP

Management Engineering 19 (2015) 1838-5745 Contents lists available at SEI Management Engineering journal homepage: Study on the Marketing Strategy of Chinas Independent Brand Car —Taking Chery A3 for Example Zhonghua WU ∗ School of Business Administration, Jiangxi University of Finance Economics, 330013, China K E Y W O R D S A B S T R A C T The independent brand car, Our own car brand has progressed from the imitation stage into an independent innovation Marketing strategy, stage where product, service and brand have gradually been put on the agenda. The research Chery A3 analyzes the development of independent brand automobile and the marketing strategy of Chery A3 in-depth, then putting forward marketing strategies which is suitable to the independent brand automobile in China. © ST. PLUM-BLOSSOM PRESS PTY LTD 1 Introduction After 20 years of development, Chinas automobile industry has made great progress, especially since China joined WTO, opening the Chinese auto market, and achieved good results in the automotive field. As per the sales statistics released by China Automobile Industry Association in 2011, Chinas annual auto production and sales reached 8,279,700 vehicles and 9,216,000 vehicles, and the growth rate is 27.32% and 25.13%. After several years’ of development, China becomes the worlds largest car market and the third largest automobile producer. Among them, the development of independent brand car in China in recent years is very fast. In 2004, Chinas automobile independent brand m