Research On Automobile Marketing Strategy Of Guangzhou JR Compan

After nearly 40 years of reform and opening up,China has made great progress in all aspects of its economy and society.People are increasingly pursuing the material and spiritual life.As one of the main symbols of improving people's living standard,the automobile industry has made rapid progress in our country Development,China's auto market has become a national brand competition.In 2011,the total amount of automobile production and sales in China became the largest in the world.The demand for the automobile market changed from high-speed growth to medium-high growth,and the competition was fierce.Since 1998,China's first car 4S shop was established in Guangzhou,as of the end of 2016 nearly 30,000.Guangzhou JR Co.,Ltd.was founded in 2013 and started relatively late.In the face of the severe situation in China's automobile industry,complicated industrial development trend and fierce competition in the market,it is imminent to figure out how to choose the right marketing strategy and break through the development dilemma through its own efforts.This paper regards to JR Company as the entry point to study the automobile industry in our country.Firstly,through the literature research method,the marketing situation of the automobile industry at home and abroad is reviewed.The marketing theories of 4P-4C and4 R and STP theory are summarized as This study laid the theoretical foundation;Secondly,through the analysis of the internal and external environment faced by JR company through SWOT analysis matrix,identify the JR company's marketing problems,put forward the development strategy of JR company;then,use STP strategy to JR company's goal According to the SOWT matrix model and STP strategy,JR company's 4Ps marketing strategy is put forward from the aspects of product,price,promotion and channel.From JR Corporation's development strategy Adjustment,internal management system,process and management building,product quality construction and own brand building and other aspects of the implementation of safeguards.The purpose of this paper is to analyze the marketing status quo and existing problems faced by JR Company through marketing and service marketing research theories and to make a better understanding of how to promote Guangzhou JR Company's understanding of the automotive marketing market environment,competitor status and development strategy Marketing strategy has a high practical value;it has certain reference value to the construction and development of the marketing market of the automobile enterprises in our country.However,due to the limitation of time and personal theoretical knowledge,there are some shortcomings in the research process from the perspective of the enterprise,which needs to be continuously enriched,perfected and developed in the follow-up research.