Research On TV Advertising Strategy Of Chang’ An Commercial Vehicle Honor In Liaoning Market

Strategy of TV advertising promotion in Liaoning on a new multifunctional commercial vehicle----Honor that Chongqing Chang’an Automobile Company Limited rolling out right now is studied in the paper.Chongqing Chang’an Automobile Company Limited, hereinafter referred to as the Chang’an Automobile, is a core whole vehicle enterprise of China Chang’an Automobile Group. In1980s, it entered the automobile industry responding to the national call of turning military production into civilian production. In1984, Chang’an produced the first micro-car in China. After many years of development and unremitting efforts, a product spectrum with low-, middle-and high-Class, wide series and a variety of vehicles has been formed relying mainly on micro-cars, supplemented by cars, buses, trucks, SUV, MPV and so on. In2009, the self-brand of the Chang’an Automobile ranked13th in the world and1st in china, and became one of the most valuable brands in Chinese automobile industry. Now, its annual output of micro-cars has reached1,000,000and contributes a share of more than one third in Chinese micro-car market.With the effective implementation of policies on expanding domestic demand and many agricultural subsidy policies, the micro-car market in China has greatly changed in recent years. A plurality of new products has been produced by breaking through the traditional concept of micro-cars and has gained significant market recognition, which brings unprecedented challenges to the Chang’an Automobile that relies mainly on the traditional micro-cars. Due to the impact of new products on the traditional micro-cars, its market share began to decline sharply. Under such circumstance, how to cope with the challange is urgent for the Chang’an Automobile. In order to meet the market requirements, after several years of research and development, a new multi-functional commercial vehicle----Chang’an Honor between minibus and MPV will be launched by the Chang’an Automobile.The new car coming into the market is closely and inseparably related to the advertising promotion. At present, the TV advertising promotion is the biggest promotion medium, which can bring obvious promotion effects. While, the Chang’an Automobile has taken some strategies in the advertising promotion of recent years, however, the effect is not satisfactory and it has been overtaken by main competitors. As a member of the Chang’an Automobile, the author tries to propose a method of marketing strategy on the regional TV advertisement by the analysis and research of the product characteristics of Chang’an Honor combined with the situation of Liaoning market. On such basis, appropriate innovation will be carried on and some theoretical methods are applied to predict the corresponding effects of the regional TV advertising promotion strategy to find problems, correct timely and gain better promotion effect.