中国汽车企业中东地区市场营销策略研究

proposed  the  theory  of  enterprise internationalization  grid.  They  believed  that  the  development  and  growth  of  any enterprise  is  inseparable  from  a  certain  social  relationship.  An  industry  is  the  social relationship  network  between  enterprises.  Therefore,  it  is  an  inevitable  process  for  an enterprise  to  expand  its  international  relations  network  and  gradually  use  other enterprise  resources  to  enter  the  international  market [45].  Cooperation  between enterprises takes place through the interaction of enterprises in the network.

The theory of enterprise internationalization strategic management mainly includes the following four aspects: the theory of competitive advantage, the theory of resource foundation, the theory of dynamic capability, and the theory of enterprise strategic management [46]. Generally speaking, the internationalization behavior of enterprises can be summarized into two types: outward internationalization and inward internationalization. Internationalization mainly includes the following two aspects. 

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2.2 The 4P Theory

The four P theory gives a better understanding of how to formulate the 4R theory. This  will  help  Chinese  automobile  enterprises  in  the  Middle  East  to  properly  situate themselves in the market.

Product  is  either  a  tangible  good  or  an  intangible  service  that  is  seem  to  meet  a specific customer need or demand. All products follow a logical product life cycle and it is  vital  for  marketers  to  understand  and  plan  for  the  various  stages  and  their  unique challenges. It is key to understand those problems that the product is attempting to solve. The  benefits  offered  by  the  product  and  all  its  features  need  to  be  understood  and  the unique  selling  proposition  of  the  product  need  to  be  studied.  In  addition,  the  potential buyers of the product need to be identified and understood.

Price  deals  with  the  actual  amount  the  end  user  is  expected  to  pay  for  a  product. How  a  product  is  priced  will  directly  affect  how  it  sells.  This  is  linked  to  what  the perceived value of the product is to the customer rather than an objective costing of the product on offer. If a product is priced higher or lower than its perceived value, then it will not sell. This is why it is imperative to understand how a customer sees what you are  selling.  If  there  is  a  positive  customer  value,  than  a  product  may  be  successfully priced higher than its objective monetary value. Conversely, if a product has little value in the eyes of the consumer, then it may need to be underpriced to sell. Price may also be  affected  by  distribution  plans,  value  chain  costs  and  markups  and  how  competitors price a rival product.

Place  or  placement  involves  how  the  product  will  be  provided  to  the  customer. Distribution  is  a  key  element  of  placement.  The