案例主体奇瑞汽车公司市场地位微型轿车市场霸主地位市场意义凭借其品牌战略和市场细分战略,将中国微型轿车带入了营销竞争时代。案例效果 6个月销售2.8万多台,创造单一品牌微型轿车销售记录。案例背景奇瑞汽车公司作为中国地方汽车企业,曾经成功推出奇瑞“旗云”“东方之子”等性价比较高的轿车,并且凭借自主品牌的优势与合理的价格优势向国外出口轿车产品,已经在全国形成相当的知名度。微型客车曾在上世纪90年代初持续高速增长,但是自90年代中期以来,各大城市纷纷取消 Case Main body Chery Automobile Company market position Minitower market dominance Market significance With its brand strategy and market segmentation strategy, the Chinese mini-car into the marketing competition era. Case Effect Sales of more than 28,000 units in 6 months to create a single-brand mini sedan sales record. Case Background Chery Automobile Co., Ltd., as a local automobile enterprise in China, has successfully launched sedan with high cost performance such as Chery, Cowin and Dongfang Son, and has exported its sedan products abroad based on the advantages of its own brand and reasonable price. Has formed a considerable reputation in the country. Microbus was sustained rapid growth in the early 90s of last century, but since the mid-90s, major cities have canceled