A Study On Market Positioning Strategy Correction Of Haval H8 Suv

Following the consumption of China’s real estate boom, the passenger car market demand increased year by year. SUV (Sport Utility Vehicle) models with multi-functional, large-size, high-power, safety has attracted more and more consumers. Great Wall Motor Company Limited to seize market opportunities timely introduction of Saval series and Haval series of economic SUV, from 2002 onwards for eleven years in the SUV vehicle segments to get the country’s first-year sales results, as well as the achievements of the Great Wall Motor Hong Kong’s stock market value five years seven times myth. Although Haval brand in the SUV market doing well, but the Haval car is always dominant in the mid and low-end market,the high-end SUV market was firmly occupied by foreign and joint-venture model. Haval H8 car trying to take advantage of high-end SUV models to break through the market, expanding market space, enhance its own brand image. However, Havel car models since H8 accept reservations listed postponed several times due to technical problems, and after listing the number of orders is not ideal, institutional investors have reduced investment rating of Great Wall Motor, Great Wall Motor in the capital market capitalization has shrunk nearly seven billion.During the rectification of Haval H8 vehicle technology, a number of SUV car manufacturers have introduced new models attempt to seize the SUV market. In this case, the Haval H8 vehicle market positioning research can help companies understand the market demand for high-end SUV consumers, to avoid the edge competitors, identify the target market suitable for models H8 cut,find the anchor point of Haval H8 models brand publicity and fast time to market.In this paper, according to ask questions-analyze the problem-problem-solving ideas, taking the Great Wall Motor Haval H8 models as the research object, using PEST, SWOT analysis and other methods, based on market positioning issues facing Haval Automotive H8 models, analyzes the internal and external environment of the Haval H8 models, customer demand characteristics and advantages and disadvantages of competing products, based on the SUV market segmentation, gives Haval H8 models target market selection and market positioning correction suggestions, in order to guarantee the market positioning of the revised implementing smoothly, the article finally proposed safeguards to strengthen the Haval H8 models of new market positioning.The research results have practical significance for Haval H8 reference models of market positioning work, and hope to provide a reference for other brands to break through the high-end SUV market.