| In 2010 the GDP of China has already ranked second in the world, with the rapid development of national economy, the automobile industry of our country has been also entering the fast lane. After 2009 China automobile production and marketing realized respectively 1379.1 million vehicles and 1364.48 million vehicles, first surpassed the US to ranked first of automobile production and marketing in the world, in 2010 China's automobile production and marketing both breakthroughed 18 million vehicles again, with the number of 1826.47 million vehicles and 1806.19 million vehicles respectively, ranked number one in the world.And the Mini Bus as the "national conditions auto " has been occupying the important position in China's auto industry, especially under the simulation of related good policy in 2009, the Mini Bus market appeared "blowout" phenomenon, Mini Bus market needs of China has been constantly releasing, meanwhile, there are many new enterprises, in addition to the Wu ling dominance and Chang'an,Mini Bus market competition appeared new pattern. In the face of the fierce market competition day by day, it has very important practical significance for the rookie enterprises like Haima to recognize the market situation and environment clearly, make the accurate market position, formulate its own marketing strategies thus expand the market share and win the living space, win their own slice.This paper based on modern marketing theory and Mini Bus market situation, with reference to the relevant internal material, literature and network datas, by analyzing the external marketing environment (PEST aspects), main competitors and the product SWOT analysis of the Haima Mini Bus, points out its problems existing in the marketing, and combines the 4P'S and 4C'S fully, puts forward the marketing strategies on the basis of strategic marketing management and in the five aspects:production,price,place promption and the service,which is suitable for the Haima Mini Bus at present. |
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