Research On Marketing Strategy Of Great Wall Motor Company

Compared to developed countries,although China’s Automobile industry started late,but its development rate is significantly alarming.Since 2009,China has become the World’s Largest Auto producer and distributor for eight years.Reviewing the development history of automobile industry in the past more than 60 years,our country has changed "market changing technology" into "independent brand" at the end of 80 s.China will gradually change from the original assembly big country into a large producer,and constantly develop its own core technology.Although the Joint Automobile and Foreign Automobile occupy a huge car market,but China’s own brand cars(such as the Great Wall automobile,Geely Automobile,etc.)the strong rise has brought a new dawn for China’s own car brand.At the same time,China’s Auto industry on the independent brands of the industrial policy of the continuous introduction of China’s auto brand for the development of a good space for development.However,there is still a big gap compared with the Joint Automobile and Foreign Automobile.In this context,the study of China’s auto brand marketing strategy has important practical significance.In this paper,the Great Wall car as the research object,starting from the analysis of the marketing strategy of the status quo,analysis of the lack of the marketing environment and the current marketing strategy,and based on the domestic and foreign related marketing theory,combined with the actual,to its marketing strategy are improved,first of all,using the PEST analysis method,analyzing the marketing environment of the Great Wall faces are analyzed;secondly,by questionnaire method,interview method,investigation of the Great Wall automobile consumers and dealers,analysis of the existing the Great Wall automobile marketing strategy,and carries on the statistical analysis of the survey data using SPSS18.0 software and EXCEL2010 software;again take contrast method made a comparison analysis of the Great Wall and Geely Automobile automobile;finally according to the relevant theory of marketing and enterprise actual,put forward the development of new energy vehicles,take the product difference The author puts forward some suggestions for improving the future development of the Great Wall automobile,such as dissimilation Road,channel sinking,combination of online and offline,and brand building.It also has some guiding significance for the development of similar enterprises.Through the above research,the author draws the conclusion(1)the enterprise should adjust the product development design strategy,strengthen the research and development of energy saving and emission reduction technologies,and actively study and develop new energy vehicles,so as to improve the competitiveness of enterprises.(2)enterprises should strengthen independent R & D technology,improve product quality and improve after-sales service level,and create a good brand image.The innovation points of this paper:(1)from the point of view of research.Based on Great Wall Motor Co,a comprehensive analysis of its marketing strategy,and such research in the independent automotive brand industry is still blank;(2)from the research methods.By comparing and analyzing the marketing strategies of Geely Automobile,this paper finds out its advantages and disadvantages,and uses the successful experience of Geely for reference,and puts forward some countermeasures for improving the Great Wall automobile marketing strategy.