Research On The Marketing Strategy Diagnosis And Optimization Of Geely Borui In Linyi Area

Automobile industry has always been an important foundation of a country's industrial strength for many years,and China's automobile industry has stepped out of its own rhythm under the route strategy of market for technology,but under the industrial environment of new round global market competition and new energy power reform,the fact that China's independent automobile brand is still in a inferior position has not been effectively improved.In particular,the medium-sized car berry owned by Geely automobile is a flagship car carefully built by adopting Volvo's brand-new engine technology after the acquisition of Volvo cars by Geely automobile,and it is also a representative of the highest research and development level of Geely automobile.however,the sales volume of berry automobile in the medium-sized car market has been tepid,which has always been a concern of people in the industry.In this context,the research of this subject is based on the idea of discovering problems,diagnosing problems and optimizing problems.Firstly,it investigates and studies the marketing situation of Geely berry,finds that its sales volume has been poor since its listing,and studies its market competitiveness,it finds that its main competitors are Malibu,New Mondeo,KIA K5 and Excelle,which pose a direct threat to the marketing of Geely berry.And analyze the competitive advantages and disadvantages of Geely berry car itself.In terms of advantages,Geely berry car itself is beautiful in appearance,and adopting Volvo's latest safety technology is unmatched by many domestic cars.Then,the investigation and study of consumers' car buying behavior in Linyi area is made.the questionnaire involves the brand tendency of consumers when buying cars,ways to know about cars,influencing factors of car buying and the price range considered when buying cars,etc.Aiming at the above research,we will position Geely berry car market.After analyzing the market situation of Geely berry,we diagnose the problems existing in its 4ps marketing mix strategy,and find that the quality of Geely berry itself has not been recognized by many consumers,the price change is not flexible,the sales channel is too narrow,the network effect is not fully utilized,and the brand recognition degree is low.After diagnosing the problem,we simply learn from the successful marketing strategies of competitors Toyota in Japan and Volkswagen in Germany.Finally,we optimized the future development strategy of Geely berry in Linyi region,respectively from the aspects of enhancing brand awareness,improving product premiumcapacity,enhancing market penetration,improving dealer's service system,enriching promotional activities and so on,to improve the market share of Geely berry,and hope that these improvement measures can play a guiding role in the future development of China's independent brand cars.