Research On Marketing Strategy Of FOTON’s Passenger Vehicle Business

Under the background of "new normal" economy, commercial vehicle market will also enter the era of "growth". Foton made the strategic decision of business transformation, from a single commercial vehicle business to commercial vehicles, passenger car business development at the same time. Suitable for making scientific Foton passenger service marketing strategy has become one of the important subjects facing the enterprise.In this paper, the PEST, Porter’s five forces model, SWOT and other a series of analytical tools, Beiqi Futian the commercial vehicle enterprises from the perspective of the analysis of passenger car market environment, study and formulate into the passenger car market overall marketing strategy.Through a comprehensive analysis of the internal and external environment of the enterprise, establish Beiqi Foton using a focus strategy and poor dissimilation strategy combination of competition strategy. Focus on passenger car 150,000 to 200,000 yuan SUV mid-range price market, to create a sense of luxury differentiated products. Using the product and pricing differentiation strategy, the single brand "extension" strategy and online and offline channels to expand the strategy to support the implementation of passenger car marketing strategy.China’s reform in the past 40 years, the rapid expansion of the consumer market for the car. But so far, the case study on how to deal with the market mature enterprises lack of domestic auto industry. Is proposed in this paper commercial vehicle enterprises in the automobile market non period of rapid growth in a transformation of ideas, and Study on the commercial vehicle enterprises into the passenger car market advantages, disadvantages, with a view to other commercial vehicle enterprises in the problems encountered in the growth provides a method to solve the problem of.