A Stury On Marketing Strategy Of FENGXING—the Self—Owned Brand Vehivles Of DFMC

The development trend of China’s economic growth led the auto industry has a powerful development, China’s auto market demand is huge, will become a huge emerging market, the development prospects is very optimistic. The secondary and tertiary markets has a great potential, Become a new growth point of the self-owned brand vehicles. At the same time, the self-owned brand is also facing many difficulties, the joint venture brands have joined the secondary and tertiary markets, and Competition becomes more and more intense. How to grasp the new opportunities, new challenges, implement of effective and viable marketing strategy, to win a larger market share and more consumers, is the most important issue for the self-owned brand vehicles urgent need to address at this moment.This article follows the logic of ideas put forward the problem analysis and solving problems. Using DFMC’s first own brand strategy for the family car market models as the research vehicle, to use of the PEST, SWOT and Porter’s five force analysis method, Based on the problems faced by the FENGXING vehicles at the secondary and tertiary market. Focus through the in-depth analysis of the treats faced by the corporate status and external environment, the goal of consumer demand and competitive products, Based on this, put forward the market positioning, target markets selection and the marketing strategy in the secondary and tertiary markets of FENGXING, and proposed protection measures to implement the marketing strategies, to help achieved the development goals of the DFMC FENGXING vehicles in the secondary and tertiary markets。In the construct of the research, mainly used theory with practice, used quantitative research and qualitative research combining, etc. First analyzed and summarized the status, problems, consumer demand and competitive products of FENGXING owned brand in the secondary and tertiary markets. And then developed through the integration of product, price, channel, promotion and CRM five major combinations of marketing strategies, and thus proposed development program of marketing strategy for DONGFENG vehicles. Finally, proposed safeguard measures for implementation of the marketing strategy. This study results have practical significance for the marketing of FENGXING vehicles. And also hope to provide reference to the development of other owned brands and similar businesses.