Research On Brilliance-Auto Zhonghua V5Marketing Strategy

Huachen Auto Group is a wholly state-owned company, which is the main force of the local brand of China automotive industry. The enterprise adhered the concept of "Build own smart cars from high starting points", and adopted the business pattern "Combine the capital market with the car industry", to make positive contribution for the development of China national automotive industry.With the background of the production and sales of China vehicle were achieved the first in the world’s automotive market in2009, and also won the same championship in2010and2011, the sales of Huachen Auto Group enter to the rapid growth period. Due to the sense of consumers’ regression for the car purchase, and the gasoline prices continue to rise, the sales of domestic auto growth slowed. The growth speed of sales of Huachen Auto Group also slowed down. After studied the development of the automotive consumption, Huachen Auto Group timely changed the product strategy, and rolled out two pretty cars which are Zhonghua H530and Zhonghua V5.This article used Zhonghua V5as the research object. The author firstly in-depth analyzed the China automotive marketing environment from the macroscopic perspective, to choose relevant competing goods (Nissan QASHQAI, Chery Tiggo) and cleared the orientation of Zhonghua V5product, studied the behavior of domestic automotive consumer, automotive market segments, Zhonghua V5marketing position and select the target market. Thus, formulate the strategy for the car. The main content is summarized as follows:The introduction is the background and significance of the article and this article content and research methods.Chapter one expounds the theoretical basis of modern enterprise product marketing theory; modern automotive marketing concept.Chapter two introduces the overview of Huachen Auto Group and its products, as well as Zhongjhua V5product presentation.Chapter three is the environment of the automotive market, the author use PEST analysis to analyze the macro environment, selecting Zhonghua V5main competitor, chooses Nissan QASHQAI and Chery Tiggo as its competitor, and SWOT analysis to analyze the competition of Zhongjhua V5.Chapter four studies Zhonghua V5target customers and automotive market segments; Zhonghua V5marketing position and choose its target market.Chapter five describes the Zhonghua V5marketing strategy, including product strategy, pricing strategy, place strategy, and promotion strategy.Conclusion presents the author’s hope is that the result of this paper will give some practical significance to the new product marketing work of Huachen Auto Group, and also provide the reference for the new models’ marketing of other enterprises.