Case Study On "New Energy" SUV Marketing Innovation Of Gac Mitsubishi Motors Co.,LTD

As a segment of the market of automobile products, the SUV production has been the situation of high growth since 2012。Both domestic brands and joint venture brands, each vehicle production enterprises introduce the SUV with no exception, and emerge a new product constantly. As the SUV boom based on market demand arises at the historic moment, and the growth in China’s auto market formed a sharp contrast, constantly get of broad consumer love, become the backbone of China’s automobile market. To be in an impregnable position in the intense market competition, whether it is what kind of car manufacturers, must from the perspectives of research and development, production, marketing, publicity, do the best, but at the moment, these aspects of homogeneity is relatively serious, how to do stand out, the most profound impression to consumers to affect their choice and the desire to buy, the means of marketing is particularly important.Avail ourselves of this opportunity, the gac mitsubishi motors co., LTD takes the lead in creating the concept of "SUV family", according to the present only 2 SUV product characteristics, adopt a variety of marketing strategy, both launch, participated in the "s The silk road", "looking for hunan beautiful villages "and a series of large-scale activities, with the localization of gene and experiential marketing model has attracted a large number of media and consumer attention, and have the official wechat, official website, such as day cat store digital marketing platform, gathered a large number of "fans", get the consistent high praise, such as a specific product marketing play the promoting function of what and how to make further improvement, which is the maximum effect, is to discuss the main problems in this article.In this article, first of all to descript the gac mitsubishi in the official wechat, microblog and other digital marketing platform, in view of the "new energy" SUV made a series of marketing tools and "looking for hunan beautiful villages " and "the silk road" experiential marketing activities, and to analysis them. These marketing will undoubtedly make the SUV sales were greatly improved, and for the company’s branding has played a very good effect, but the content is relatively single, brand marketing innovation value not highlight in such aspects as product updates lag and will directly affect the product’s marketing effect.Therefore, this article argues that gac mitsubishi motors co., LTD., in a rapidly changing market environment in our country, want to get the desired effect and continue to grow, in addition to the above marketing, still need to look for the spread of a richer content and form, and according to market demand and the people appreciate the vision to update product appearance, make accord with the image of the company’s own cross-country temperament, and the related contents of the audience are further subdivided, in order to achieve the purpose of improving the capacity of the company product marketing.