| More obvious in the current world economic slowdown, sluggish growth, entered a period of economic development, "new normal", the auto industry pattern redrawing trend. Also, from a domestic perspective, competitive pressures in recent years, the domestic automobile enterprises in our country is also increasing, segmentation and specialization has become an important trend in automotive marketing. In our own brands to survive increasingly severe environment, profits plummeted situation, strengthen their own brand car business marketing has become imperative.Great Wall Motor Company was founded in 1984, is China’s largest private car manufacturer. Company after 10 years of development, has five consecutive years, 500 Chinese enterprises, China National Machinery and 500, China’s top ten private enterprises listed companies, known as "the first hundred private enterprises in Hebei Province", has become an important national car brand. In this paper, Great Wall Hover cars for example, on the basis of PEST, 4P, target market positioning, customer satisfaction and other research results on the theory of China’s own brand car marketing strategy conducted in-depth research. Firstly, the necessity of research background and research, conducted a literature review. Subsequently, expounded the basic situation of the Great Wall vehicles, from the aspects of the policy environment, economic environment, technological environment, competitive environment faced by the Great Wall Hover car environment were explored. From the product, price, place, promotion four aspects of the Great Wall Hover Car status quo and problems of in-depth analysis. Finally, the perfect Great Wall Hover car marketing strategy recommendations. In this paper, "identify problems, ask questions, analyze and solve problems," the idea of the main line to the Great Wall Hover car for the study, the use of literature review, comparison, interview, first of all, for marketing, brand, its own brand, China’s automobile business marketing, auto companies own brands and other related literatures were reviewed, marketing environment analysis, target market positioning(STP), 4P marketing mix strategy, customer satisfaction and other related theoretical basis are discussed; secondly, elaborated Wall General Motors Co., Ltd., for the Hover SUV products were introduced from the aspects of the policy environment, economic environment, technological environment of the Great Wall Hover car macro marketing environment is analyzed, namely: the policy environment, the state introduced the "automobile industry restructuring and revitalization plan " has brought new opportunities for the development of the automobile industry, but at the same time constantly tightening the country in the financial, tax, management and other aspects of the industry, but also for the Great Wall Hover bring financing, tax, industry standards, etc. pressure; from economic environment point of view, China’s GDP has maintained a growth rate of more than 7.5%, the country is promoting the new urbanization has brought a huge space for auto consumption, but at the same time there are also weak transportation facilities, fuel prices and other issues; from a technical point of view, the environment, although the technology level of domestic own brand cars has been greatly improved, but with the other joint ventures, wholly-owned car prices there is a great disparity in technology. Competitors in terms of Harvard, SUV consumer groups, such as the Great Wall Hover Car macro marketing competitive environment is analyzed. Namely: the competitive environment from the point of view, the Great Wall Hover in the "2011-2013 National SUV car sales charts," only for the first three, in addition to "Volkswagen Tiguan, Honda CRV, modern IX35, Xiao Nissan passenger Toyota RAV, Audi Q5, BYD, Toyota Highlander, Kia Sportage, " such as sales of the top three " top ten " car brand, as well as " Camry, Passat, Peugeot, Teana, Accord, Magotan, Sonata, Mondi, Reiz " and many more automotive brands share the market, competition is fierce. Third, from the product, pricing, channels, promotions and other aspects of the Great Wall Hover SUV marketing strategies have been explored to find the Great Wall Hover car in the marketing process to highlight the outstanding issues, namely: diversification of product positioning, making their own marketing Features not prominent; pricing "large and small" deviated from the "economical SUV" track; single marketing channel for the "headquarters- dealer" and "one channel", while the scale of investment is too large, planning unreasonable, not high quality after-sales service, 4S shop operation system is not perfect; promotions, single, limited influence. Finally, the perfect proposal Great Wall Hover car marketing strategy. Namely: product strategy, to be differentiated product development, emphasizing the application of personalized products; price strategy, to promote price should be combined with the product positioning, good price adjustment and regulation; in channel strategy, To do channel planning and layout, rationalize channel relationships with distributors to further innovative marketing channels; in the marketing strategy, to do promotional advertising, promotional doing business, good occasion to promotion, good public relations promotions. |
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