A Study Of Market Positioning Of Geely MPV

In recent years,Multi-Purpose Vehicle(MPV)market has polarized into low-end MPVs and high-end MPVs,but middle-end MPVs are in short supply in our country.Along with a series of background of fully implementation of Two-child policy in china,social consumption upgrading,Geely as a main Chinese automobile manufacturer with more than 20 years of independent research and development history,decided to step into the family MPV market to enrich its product portfolio with an self-developed competitive MPV.Base on the analysis of present situations and prospects of domestic MPV market,using PEST model,Porter's five forces model,SWOT analysis,in the view of of macroscopical,middle,microcosmic environment,this paper quantitatively analyzes the marketing environment factors and concludes that Geely Automobile should adopt growth-oriented strategy.With the growth-oriented strategy as the guidance and market positioning theory as the research framework,simultaneously supplemented by target consumer market research analysis,this paper completed the specific studies of Geely Automobile MPV market positioning.By the trinity analysis of Market,Enterprise and Customer,this paper concludes that Geely Automobile has competitive advantage to enter 90000-120000 RMB MPV market,and elucidates the Geely Automobile MPV market positioning from the aspects of class positioning,competition positioning,attribute and benefit positioning and communication positioning.Also,this paper presents the differentiation implementation strategy in product,price,place and promotion,relevant control measures are also introduced.Hope that this research can provides certain helps and reference in the MPV market positioning strategy formulation and practice of GEELYAutomobile.