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Chapter 3 Research Methodology ................................... 38
3.1 Measurement of Variables .................................... 38
3.1.1 Predictor Variables ................................... 38
3.1.2 Outcome Variable ..................................... 40
Chapter 4 Results, Discussion and Recommendations for Chinese Automobile .... 72
4.1Results .................................. 72
4.1.1 Main Effects ..................................... 72
4.1.2 Moderating Effects ............................ 72
Chapter 4Results, Discussion and Recommendations for Chinese Automobile
4.1Results
4.1.1 Main Effects
The results of the main impact effect from the conceptual model are evident in the correlation coefficients and in the multiple regression results.
(1) In line with the researchanticipation, marketing strategy has an impact on Chinese automobile operations in the Middle East. The results indicated a positive and significant impact in model 2 (β=0.135, p<0.01) and in model 3 (β=0.153, p<0.01) .A significant correlation was established showing r =0.70*).Per this results H1 is supported.
(2)The impact of internationalization market planning is positive and significant. The results showed in model 2(β=0.173, p<0.01) and in model 3,(β=0.124, p<0.01).Iinternationalization market planning has telling effect on Chinese automobile enterprise’s prior to their entry into the Middle East. Therefore the research found grounds to accept the hypothesis, hence H2 is supported.
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Conclusions
Since China joined the World Trade Organization in 2001, the overall domestic economy has maintained a relatively stable growth rate, and the automobile-related industries have also achieved considerable development, which has made the automobile industry prosperous. Chinese Automobile (Chery, BYD and Geely), as a well-known independent brand enterprise in China, has entered the Middle East region and achieved rapid development after opening up overseas markets such as Western Europe.Chery automobile is a Chinese independent brand automobile enterprise. Although it has made remarkable achievements in sales after entering the overseas market, although Chery triestrade marketing experience. Especially in the Middle East market, Egypt, Iran, Iraq, Saudi Arabia, Kuwait and other countries of the auto market demand to know enough.
Starting from the current marketing situation of Chinese Automobile in the Middle East, in order to better implement 4R marketing strategy; this research puts forward a series of safeguard measures, including improving product quality within enterprises, paying attention to localization management and strengthening cooperation with local enterprises. External business. This will help enhance the brand image of enterprises, to expand financing channels, to avoi
