奇瑞qq市场细分的案例（Case study of market segmentation）.docVIP

奇瑞qq市场细分的案例（Case study of market segmentation） Free download Chery classic marketing case The location is bright, Chery QQ explains. the young mans first car Case study: Chery motor Market position: dominance of mini car market Market significance: with its brand strategy and market segmentation strategy, the Chinese mini car has been brought into the era of marketing competition. Market effect: 6 months, sales of more than 2.8 units, creating a single brand micro car sales records Background: the case of Chery automobile company as Chinese local auto companies, has successfully launched Chery Qiyun dongfangzhizi such as the higher cost of the car, and by virtue of its own brand advantages and reasonable price advantage to export car products, has a considerable reputation in the form. The mini bus was in the last century at the beginning of 90s continued rapid growth, but since the middle of 90s, each big city have canceled the restrictions , micro off, mini bus is still the big city listed in the other register, discrimination. At the same time, because of the big city in the continuous improvement of safety and environmental protection requirements, the cost of the uplift makes the mini car price advantage is more and more small, so the main micro car manufacturers have the focus to car production, increase the yield of minivan decreased rapidly from 2001 to 2003, the growth rate of veeker yield was 20.41% years 33%, 5.84%. In this case, Chery automobile company after careful market research, careful selection of mini car into the market of new products; it is different from the general mini bus, mini bus is the size of the car configuration. QQ mini car launched in May 2003, June to December 2003 was reflected in a good market, has sold more than 28000 units, and won several awards. Chery QQ2003 marketing events playback At the beginning of April 2003, Chery started on QQ listed preheating. At this stage, through soft publicity, the dissemination of Cherys new p