Study On BYSUV Marketing Strategy Of GL Automobile Company

Since GL auto which with a long history and culture background entering in China market,the main product is the compact sport-utility vehicle which rewrite the SUV market share of its large market share.In 2010,Chengdu city as the new start of GL auto SUV has made a good start under the operation of group which GL company mergers and acquisitions GL auto,but then soon faced with the declining performance,share decline and other anemic problems.Until april 2016,GL company launched a new generation of SUV strategic models.This paper mainly study on the GL auto BYSUV from internal and external environment,market positioning,technical route and key security strategy adopted SWOT analysis and STP analysis and comparative analysis methods.This paper first introduces the GL auto brand history and the current situation of GL auto,on the basis of clarified the GL brand seven SUV current market positioning.At the same time introduces SUV based on the competition of the market strategy and technical route,on the key security strategy to make the high-end route,and now face declining performance,share drop,competition and other issues.Secondly,to solve these problems,in this paper,the domestic and foreign automobile brand SUV market positioning and marketing strategy has carried on the comparison and analysis,found the GL auto BYSUV with other SUV brand in the market price at home and abroad and product strategy of differences.Then this paper presents a new Mustang car SUV segment should carry on the depth of market segmentation and target market to choose the suitable marketing channel,key security measures to ensure the feasibility of the project.