A Study On The Marketing Strategies Of GMMC Company

Recently, China's auto sales remain more than 10% of the annual rate of growth SUV products as a dark horse gained momentum of the car. But with the increase of automobile manufacturing enterprise capacity and dealer network expanding, China's auto market competition is heating up. Passenger car sales fell for the first time since July since 2015, upside is limited, dealers disconnections, collapse, plagued by excessive inventory auto industry and the production producers, hope that through the auto production enterprises SUV product promotion company's overall sales volume and rank, competition is very fierce. Study GMMC marketing strategy, therefore, is not only beneficial to use its advantages based on Hunan native, also contribute to its brand and leading domestic SUV market rapidly occupation.The paper using PEST analysis, porter five analysis, business environment analysis tools such as SWOT analysis, has carried on the further to GMMC, both inside and outside environment analysis, studies the internal and external GMMC strengths, weaknesses, opportunities, threats. Design model through the STP marketing strategy, the automobile market has carried on the qualitative analysis, established the market orientation of GMMC. According to the theory of 4Ps quantitative chose GMMC target market; Through the comparative analysis,marketing mix from differentiation strategy, product sales channels leading transfer pricing, network layout, event promotion and so on four aspects:put forward the Suggestions and strategy. In order to ensure the effective implementation strategy, the paper has established including the optimization of organizational structure, strengthen staff training, improve the incentive system, make enterprise characteristic culture construction, the marketing strategy of security measures.This paper research conclusion of GMMC is put forward in this paper on the niche marketing strategy, not only provide reference for the perfection of GMMC marketing strategy, but also to the development of other domestic automobile enterprises have certain reference.