Research On Marketing Strategy For Beijing-Hyundai Ix25 Model

With the sustained and rapid development of China’s macro-economy and the transformation of the national automobile purchase tax policy,the sales volume of China’s passenger car market has been continuously increasing in recent years under the promotion and influence of these two factors.Especially the SUV-L(small sport multi-purpose vehicle)level of this segment of the automotive market in recent years,showing a sustained rapid growth.Especially the SUV-L(small sport multi-purpose vehicle)level of this segment of the automotive market,showing a sustained rapid growth in recent years.In just a few years,the sales of SUV-L level market in China has reached 25% in 2017 from 10% in 2013.According to the prediction of the National Federation of Passenger Car Market,this trend of growth will continue for a long time in the future.Beijing Hyundai Automobile is forecasting the development prospects of this market,in 2014 it released and launched the ix25 model.The ix25 went into the SUV-L market,and has won the unanimous recognition of the broad masses of consumers after the company was listed.It has achieved outstanding sales performance beyond expected and successfully completed the task which the Beijing Hyundai was entering the SUV-L level market.However,with the stable growth of the passenger car market,major automobile brands are concerned about this point.They constantly introduce new models into the market and join the competition.Therefore,China’s passenger car market has formed a very fierce market competition situation.Especially in the SUV-L level market,the competition among the brands has become more intense and has already become hot.With the new models have been public by other joint-venture brands and the rapid rise of new models of independent brands,these competing models have a great impact on the marketing of Beijing Hyundai ix25 models.The sales of ix25 models have been seriously affected.The sales have continued to decline year after year,and market share has sharply declined.Until the outbreak of the "Sade" incident in 2017,the sales of Beijing Hyundai ix25 model have fell to a trough.This paper mainly introduces the Beijing Hyundai Automobile Co.,Ltd.and the Beijing Hyundai ix25 briefly.It analyzes the changing situation of China’s passenger car market,and the growth trend of SUV-L class market.This paper analyzes the current marketing situation of Beijing Hyundai ix25 through product life cycle theory,and recognizes its current marketing situation,and finds out the existing marketing problems of the ix25 model.Furthermore it analyzes the marketing environment of the Beijing Hyundai ix25 and the it is used to make a comprehensive,systematic and accurate study of the Beijing Hyundai ix25 model with the SWOT analysis method.It also analyzes the corresponding conclusions of the current marketing situation of the ix25 model.Finally,according to the above analysis and research results,the paper is using the STP theory to research the market segmentation of Beijing Hyundai ix25.It selects the target market for ix25 models again.It designs the new marketing of Beijing Hyundai ix25 through 4P theory and method.It is carried out from four aspects: product,price,place and promotion.It is hoped that through the analysis and research of this paper,the marketing strategy can help Beijing Hyundai Automobile Company Limited to effectively enhance the terminal sales volume and increase the market share of the ix25 model.It helps to solve the current sales difficulties.At the same time,I hope the paper is able to provide some reference and add some suggestions to the Beijing Hyundai Automobile Co.,Ltd.in the SUV-L level of marketing products.