Research On Marketing Strategy Of FAW SUV Product

FAW Group was established in 1953, is the establishment of new China after the establishment of the first automobile production plant. Chairman Mao Zedong personally nominated "First Automobile Works", from then on, the new China's automobile industry in Changchun City, Jilin Province, to take root. Today, FAW Group has experienced more than 60 years of ups and downs, has become an important influence on the domestic automotive group companies.In recent years, China's auto market, especially the passenger car market, the development of a blowout, between a few years, a variety of automotive products had entered the tens of thousands of households, almost become an indispensable part of many families. In this context, the Chinese auto market competition is heating up. In addition to the "four car group" proposed by the State Council in 2009- FAW, Dongfeng, SAIC, Changan, and the "four-car group"- Beiqi, Guangzhou Automobile, Chery, In recent years the rise of BYD, Great Wall, Geely and other auto companies, the entire automotive market can be described as crowded! In this context, how can the fierce competition in the advantage, as in front of each enterprise is very important issue.In this paper, the user needs as the guide, FAW Group will be the future of self-owned brand SUV models of marketing strategy. First of all, through the use of PEST analysis theory and Porter's five-force analysis model and other theories, FAW Group's external and internal environment analysis, looking for opportunities to identify risks, to understand their own strengths and weaknesses, and finally use SWOT matrix analysis to summarize and summarize the opportunity And risk. Secondly, the use of STP strategic thinking, FAW Group SUV product market segments to select, clear target users, a clear product parameters of the border. Thirdly, the marketing strategy of FAW Group SUV is systematically studied by using 4P marketing combination theory. Finally, through the development of countermeasures to ensure FAW Group SUV product marketing strategy implementation.Through the analysis of this paper, the general idea is based on user needs as the guidance, analysis of FAW's internal and external environment, and then through the selection of market segments, the development of specific marketing strategies, and the implementation of marketing strategies to protect the countermeasure. It is hoped that the analysis and conclusion of this paper will promote the future performance of FAW Group 's own brand SUV products to the market in the future.