Marketing Strategy Research Of Guangqi Honda City

Guangzhou Honda motor Co., LTD. was established in 1998. The main products it produces at present are totally four series of cars, including brands of Accord, ODYSSEY Multi-function, FIT and CITY. There are twenty-one kinds of car types in all. This article focus on the marketing strategies after CITY went public, with the form of cases study.This article is mainly about the growing experience of Guangzhou Honda motor Co., LTD. After years of efforts, Guangzhou Honda motor Co., LTD which was in debt for more than 10 billion before turns into a large size car enterprise. It makes a profit of 40 billion every year or so. It shows that the success of an enterprise is closely related to the company's marketing strategy. This article also introduces emphatically the history of the birth of CITY products and the marketing promotion activities after CITY went public. We can obtain the important factors why CITY makes succeed through the cases study of marketing strategies after CITY went public.This article makes subdividing analysis to the existing industries and customers by STP marketing strategy, in order to choose a target market and reposition for CITY products. With the 4p strategies, this article studies how CITY makes combined strategy. The level crossing product strategy promotes the product image. In the pricing strategy, thanks to the product combined strategy, it enables the enterprise to make a medium price when placing the price. Therefore, an enterprise can improve its profitability. The article studies both disadvantages and advantages of several kinds of channel forms for the current industry. The most suitable channel strategy for CITY is to sale its products by 4S shop. Finally, it analyses the promotion strategy of CITY, which explains the brand promoting strategy and sales strategy of CITY. At last, it summarizes the success of CITY, hoping to place a promoting role to the marketing strategy of state enterprises.