China’s vehicle parc will soon exceed a hundred million, and the aftermarket is slowly maturing with the rise of the auto maintenance/repair, auto financing, auto insurance, used-car trade, auto culture and auto rental sectors. Under this circumstance, differentiated marketing will become increasingly complicated.
Many large auto dealer groups have emerged in the Chinese market. When conducting marketing activities, these dealer groups need not only to consider regional features, product/service modes and consumers’ characteristics, but also to tackle with different automakers. So, for them, how to design differentiated marketing is an even thornier problem.
Sinotrust’s Lin Lei, Co-President & Joint CEO offers insights in how to tackle the automotive industry’s thorny problem: Sinotrust Opinions_Differentiated Marketing a Thorny Problem
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