Research On Marketing Strategy Of HL Branch Of FAW

With the development of economy and the improvement of people’s living standard,automobile has become important consumer goods in People’s Daily life.China has become the world’s largest car consumer market,with sales of Chinese cars continuing to rise to 28.88 million vehicles in 2017,according to a survey.All kinds of foreign brands,joint ventures and independent brands compete in this red sea market.As a domestic independent luxury brand car company in the transition period,the HL branch of FAW wants to make great progress in the fierce competition,and its marketing strategy selection is of great importance.This paper starts from the objective reality of the HL branch,analyzes the current situation of marketing and the problems of the company in product,price,channel and promotion in marketing.Firstly,the macro environment of the HL branch was analyzed by using PEST theory,and the opportunities and challenges faced by the HL branch in politics,economy,society and technology were analyzed.Then through Porter’s five-force model of the HL branch to analyze industry competition environment,the analysis covers the competition degree of competition,potential new entrants,the threat of bargaining power,the threat of substitutes,suppliers and buyers bargaining power five factors.Finally through the SWOT analysis of the strengths,weaknesses,opportunities and threats of the HL branch has carried on the comprehensive description and analysis,and using the STP strategy,namely,through the market segmentation,target customer analysis and market positioning of three steps in marketing strategy formulation.In order to ensure the effective of marketing strategy combination fully promote and application,marketing strategy combination in the design,but also design the related marketing strategy implementation safeguard measures,from corporate image security,project management,marketing team and after-sales service guarantee four aspects put forward the safeguard measures,improve the corporate image through ascension,timely project cycle control effectively,build a high-quality marketing team,a high level of after-sales service to ensure the effective implementation of the marketing strategy combination.We hope to improve the market share of the HL branch and improve the corporate image and customer satisfaction.At the same time,it is hoped that through this paper,we will provide helpful suggestions for the choice of marketing strategies for our independent brand car enterprises.