Study On The Improvement Of Marketing Strategy Of JAC Passenger Vehicle

The automobile industry plays a very important role in stimulating and promoting the development of national economy. In 2015, Chinese auto market production and sales ranked first for seven consecutive years in the world, becoming a big auto power. But at the same time, China’s national independent brand market share has continued to decline, there is still a long way for China to become a real automobile power. As a member of the independent brand, JAC also meets the difficult situation. How to improve the existing marketing strategy, continuing to expand the market, has become the problem to solve. In order to give suggestions and support to JAC and other independent brand automobile companies, this article carries out a series of research and analysis.On the basis of the 4C marketing theory, we set JAC passenger car business as the object by using literature research, comparative analysis, field research and other research methods.We illustrate the main business unit of JAC and developing process of JAC passenger car by SWOT, PEST, Porter’s five forces model analysis tools, and then make a detailed analysis on the macro environment, strengths, weaknesses, opportunities and threats factors facing JAC passenger car; JAC passenger car current marketing strategy and its deficiencies also concluded in this article;Following, the article puts forward the marketing transformation from 4P to 4C Product-oriented to customer-oriented, and marketing strategy improvement advises concerning of customer needs, cost,convenience and communication aspects.At the same time, in order to ensure the smooth implementation of the related improvement, this article further studies on the supporting measures such as strategy, corporate culture,mechanism innovation,love to staff,auto finance. I hope the research conclusion can provide a reference to the development of JAC passenger car business and other independent brand companies and finally support the sustainable development and rising of China’s independent brand car enterprises.