The Study Of The Markting Strategy About Changan Mini-Automobile In Henan Province

Since 2016 our country began to carry on the reform of the "supply side", with encourage new energy policies continuing, emission regulations of upgrade and used car policy limited, the auto industry go into the "new normal" of growth.In the face of high base, low growth status of automobile market, increasingly fierce price war, at the same time of new minicar brand are added to a strong brand and grasp the new brand has been built.In the face of increasingly fierce market competition, the traditional vulgar management is difficult to continue.How the integrated use of good product, price, promotion, channel marketing measures such as steady growth and to achieve sustainable development, thus seeking benefits growing is the key to the makers and dealers to solve problems.On this background, we use changan automobile henan area minicars marketing strategy as the research object, through to the henan region minicar market analysis of the external environment and internal environment analysis of changan, for the company's target market selection and positioning, discusses in detail the changan in henan minicar existing problems in the marketing management work, in-depth analysis of its causes, mainly lies in insufficient funds, lack of marketing consciousness,such as prices, internal motivation, training lack of channel system. and also lack of professional talentsWe hope through perfectting product line, strengtening the promotion, cultivating and developping channels, improve the service system and other measures of changan automobile in henan minicar market share.Research of this paper can help other area with the same problem to find the solving methods of problems,, constantly enhance the level of marketing in practice, at the same time, this article studies may do good to other minicar brands which have the similar situation marketing strategy.