Current Trends and Strategic Marketing Recommendations for Medium and Small Automobile Enterprises

摘要

This paper is based on a study of the Chinese automobile market and industry and aims at proposing market ing strategy for Chinese medium and small automobile enterprises. Objectives being building up market share and customer base, increasing vehicle sales volumes and achieving strate gic edge over its competitors, the paper approaches the problem by putting the customer at the central focal point of all marketing operations. Current global automobile industries trends are analyzed firstly, then the strategic market ing framework for medium and small automobile enterprise are put forward, and implementation plan for medium and small automobile enterprises are given too. To look for agile opportunities in the Chinese automobile industry and identify customers' needs and expectations in the current and future ma rkets are a lso very important for enterprise to satisfy customers' needs.