International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Chinese Automobile Brand International Marketing Target Market Selection Model Based on AHP
Xiaoming-Tao, Yubin-Qian

The State Council issued ten industrial revitalization plan in 2009. The plan emphasizes that we should support automobile manufacturers to develop independent brands. Now China has a number of independent brands. China will gradually change from "auto big" to "auto power" only when these independent brand cars go to the international market. The article mainly studies Chinese automobile brands international marketing target market selection model. Firstly, the article introduces the motivation for enterprise international marketing, international market segmentation and target market selection theory. Then the article makes the automotive market attractiveness analysis based on AHP. It gets the conclusion that the low-end market miniature car is the most attractive while the fully competitive market midsize sedan is the most unattractive. At last, the paper determines that the low-end market and emerging market miniature car, economy cars is the target market which Chinese automobile manufacturers should enter.

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