Study On Anhui Independent Brand Car Marketing Strategy

In recent years, along with the Chinese market from the2008financial crisis, the gradual recovery of the Chinese domestic market and strong demand, the world’s auto giants pay more attention to the potential of China’s auto consumption market, rushed forward to the Chinese automotive market, in order to fight in an increasingly prosperous China’s auto market position gained first-mover advantage, which gave Anhui its own brand in the domestic automobile production and marketing resulted in unprecedented impact.For Anhui’s own brand vehicles, by establishing a multi-brand strategy, the expansion of the sales network, increasing the range of services, using a wide range of marketing strategies, we can really increase the breakdown products, sales of special products, but also to the quality and performance more superior, higher value-added high-end models carry change. However, due to the macroeconomic situation in the Depression, the family is facing huge spending constraints, the number of car sales growth will slow, and the extensive expansion of the sales network marketing strategy is likely to further reduce the efficiency of a single marketing shop sales, and are likely to lead to such insufficient cash flow liquidity risk, financing difficulties, and thus lead to business risks.In the context of this international environment and domestic auto automotive environment, this paper is the representation of Anhui independent brand car companies-Chery and BYD Auto marketing strategies were compared in order to summarize, refining and induction Chinese independent brand car problems in marketing and development for the Chinese independent brand car marketing management. Firstly, the strategy adopted SWOT analysis method, combined with the status of a variety of domestic and international market competition car brand awareness and research, analyzes Chinese independent brand vehicles in developing marketing strategies have strengths, weaknesses, opportunities and threats, and to extract the Chinese some of the problems that exist in marketing its own brand of car. Secondly, in full consideration of the basic status of China’s independent brand cars in the background, the use of STP theory and the theory of the current marketing strategy4P Chery and JAC Auto analyzed and compared two brands of automotive marketing research similarities and differences as well as lessons learned. Finally, from the STP target marketing strategy adjustment by changing4P to4C two major aspects of the marketing mix strategies, provide some suggestions for Chinese independent brand car marketing strategy is adjusted to provide a reference for Anhui independent brand car companies develop marketing strategies for their own development opinion.