Abstract:

The paper focuses on China, a very important 'new market' for both automakers and marketing research agencies. Business in China, in many cases, means challenge because it is such a different story from others: big, diversified, fast growing and unstable. The core spirit of the paper is to demonstrate a picture of China's automotive market in the eyes of a group of well-experienced local marketing research professionals. Specifically, the paper consists of two major topics: the features of the automotive market in China and the difficulties that a marketing research agency might encounter in China in conducting automotive-related research.