A Study On Marketing Strategies Of Our Domestic Self-Brand Cars

Since the reform and opening up of the last century, the automobile industry of China had gradually entered the period of rapid development. Up to the end of 2009, China has become the first most important auto producer and consumer in the world. In terms of sales or automotive quality, the self-brand cars of China have made rapid progress. At the same time, our own brands are also facing unprecedented pressures and threats:The hot Chinese consumer market has attracted special attention of the global auto giants, which have increased their investment, research capitals and marketing promotion in China, which are the very lack of China's independent brand cars. So, it is urgent to employ effective strategies to completely publicize our own brands, and win the market and customers in this highly competitive market environment.Based on this, the paper reviews the development of China's self-brand vehicles, and points out that the quality of our self-brand cars has been improved to a new level after years of development. Now our self-brand cars are facing both challenges and opportunities. This article reviews the marketing strategies of famous foreign and domestic cars, and illustrates the domestic and overseas marketing strategies of our self-brand cars. Combined with the reality of the domestic automotive market, this paper will study the future marketing of our self-brand cars, including the marketing trends of self-brand manufacturers and distributors, analyze the relationship between manufacturers and distributors and give some suggestion on the marketing strategy of China's self-brand cars:They should abandon the illusion of a price war, try to ensure product quality, improve service, have a good recognition of their brands, highlight the core values, and focus on cultural marketing. This paper will take Chery Ruiqi X1 for example to deeply study the marketing strategies of "4Ps", on the basis of the data collected from manufacturers and markets before and after Chery Ruiqi X1 enters the stock market. This paper will try to find the advantages and disadvantages of Ruiqi XI's actual marketing in comparison with those of other cars of the same level. The author has worked in 4S automotive stores for many years, so he will take advantage of his actual marketing experience, combine closely the theory with practice and try to contribute a little to the problems of our self-brand cars while learning and researching the marketing of our self-brand cars.