Research On The Target Market Marketing Strategy Of FAWCAR HongQI H7

The scale of Chinese automobile market has outstripped the one of America since 2009 and has been continuously the world NO.1 for six years.Now the automobile market of China is still keeping a good developing posture.At the same time,under the leadership of the Party Central Committee new leading body,the automobile reformation is accelerated aggressively and the own automobile brand development is stated in a more important position.So our own automobile brand is facing with a development opportunity which has never been seen before whatever in macro-market or in policy section.The FAW new strategic automobile H7 which can represent the return of HQ brand came into both of the public and personal market in 2013 May.However,the sales of Chinese automobile market are increasing,but the situation faced by own automobile brand is not positive.From 2013 September to later 2014,the market share of our own passenger cars even declined twelve times continuously.Meanwhile,traditional automobile brand like AUDI,Benz and BMW has existing in C-class automobile market for many years,occupying the great mass of market share.New high-ranking automobile brand like Cadillac and Volvo is nibbling at the rest market share.To ensure the chronic stability of H7 Cars sales development.Besides of the stability of corporation product development,production technology,technologic equipment and logistics supply that count,the selection of target market and the constitution of marketing strategy is the most important thing.Only when the correct target market is selected and the appropriate marketing strategy is formulated,can we grasp the opportunity and break through the line of traditional high-ranking automobile brand,taking over a position in high-ranking automobile market.This subject utilizes strategy management and target marketing theory,analyze the current marketing strategy used by H7 Cars,point out the weak points of it.And according to the analysis of H7 Cars internal and external environment.Renew the target market and competitive strategy and the 4P marketing strategy.Offer some suggestions to ensure the smooth operation of marketing strategy.I hope my issue can offer a reference to the future marketing and relative cars marketing strategy of H7 Cars.