FAW Jilin Automobile Co., Ltd Marketing Strategy Research

JiLin Automobile Co., LTD. Located in JiLin City JiLin province, being the subsidiary of the First Automobile Group Company, produced the first China's mini van in the early 1980's. For a long time, the industry of mini van has always been most concentrate produced in the auto industry. Five magnates in this field, including ChangAn, FAW JiaBao, ShangHai-WuLing, HaFei and ChangHe, not only monopolize the domestic market of mini van, but lead in the quantity of production and marketing in the home Auto industry. Occupying more than 95% of the home market all these years, the five magnates hold a pivotal position, but the competition is mainly among them. Therefore, this thesis we only discuss and analyses the situation of the production and marketing in these five big ones. JiLin Automobile Co., LTD. Only produces minibuses and mini trucks, but groups very fast all these years. Compared with other similar enterprises, it takes an advantage over others in paying much more attention to the marker of mini trucks, making use of the advantages of price, and progressively forming a large—sealer economy. However how to keep such developing impetus, the key is to put out new products now.In order to adapt to changes in the market environment for the rapid development in the future, to achieve strategy of the company, the paper analyzes the external environment and internal environment, and then use value chain and resource ability methods to analyze the competitiveness of the company. After that, the paper identifies the strengths, weaknesses, opportunities and threats of the company. According to SWOT analysis and STP method (market segmentation, target market, product positioning), we identify marketing strategies, marketing strategy mix, implementation and guarantee.From the perspective of enterprise strategic advantages and strategic objectives of the marketing strategy, the paper analyses the type of company strategy, and identifies that the company should focus on niche strategy. This strategy is useful for the company to grasp specific market needs comprehensively and home, make use of limited resource, bring into play the company advantages, and then make the company in a strong competitive position, thus benefit the achievement of the goal of shaping gallop towards the specialization of production, operating costs savings, increased profits, advancing brand effect of the company to the purpose of expanding market.The research point of this text has some value to the competition of domestic sedan industry and JiLin Automobile Co., LTD. Sedan's marketing work.