Research On Marketing Strategy For FAW Red Flag H7 Car

After 40 years of reform and openness,China's economy has developed rapidly,and China's automobile industry and auto market have also made great progress.For ten consecutive years,China has become the world largest auto-manufacturing and marketing country.In the luxury car market segment,due to the impact of consumer upgrading,luxury car market sales increased year by year,the current annual sales of nearly 3 million vehicles.FAW launched the Hongqi H7 car in May 2013,competing for a segment of the luxury C-class car.Although some achievements have been made,sales and market share have not improved much.As the luxury car market has good profit and broad development space,the famous luxury car manufacturers have launched new models in this segment to attract consumers.Therefore,in order to achieve satisfactory sales results in many strong hands,Hongqi H7 car must formulate appropriate marketing strategies to provide support for the market expansion of Hongqi H7 car.Firstly,this paper returns to the development course of Hongqi car brand in the past 60 years,the development strategy target of Hongqi car brand,and then expounds the current marketing situation of Hongqi H7 car.The problems existing in the marketing strategy of Hongqi H7 car are as follows: necessary modification of market positioning,improvement of competitive strategy in subdivided market,adjustment of product line adapted to consumer demand and pricing of Hongqi H7 car,etc.Secondly,the macro-environment and micro-environment of Hongqi H7 car are analyzed,and then the advantages and disadvantages of Hongqi H7 car are analyzed by SWOT analysis method,and the advantages and disadvantages of Hongqi H7 car are also analyzed.Faced with the expansion of luxury car market and other opportunities as well as the threat of the impact of international famous luxury car brands are analyzed one by one.Finally,using STP marketing strategy,this paper analyzes the market segmentation,target market selection and market positioning of Hongqi H7 car.According to the results of the analysis,the marketing mix strategy recommendations and implementation guarantees are drawn up.According to the above analysis results,the marketing strategy combination of Hongqi H7 car is formulated,which mainly includes four aspects: the improvement of the product strategy,the adjustment of the price strategy,the promotion of the marketing channel strategy and the choice of the promotion strategy.Product strategies include expanding product lines,improving vehicle design and providing a wealth of configuration options.The price strategy includes the penetration pricing strategy for the official car market,the keeping price strategy for the medium and high-end models and the raising price strategy for the high-end models.Marketing channel strategies include: continue to expand the construction of Hongqi 4S store and speed up the establishment of new sales channels.Promotion strategies include: in the traditional media and new media to increase publicity efforts,in the content of publicity should be close to consumer concerns,to launch large-scale Hongqi H7 car experience activities in the region of the country.At the end of this paper,the implementation guarantee is made for the smooth implementation of marketing strategy: ensuring product quality and after-sales service,shaping a good brand image,increasing support to dealers and deepening the strategic layout of products.