Research On Marketing Strategy Of FAW HONGQI HX7 Cars

Over the past 40 years of reform and opening up,China's economy has taken off rapidly,and the Chinese market has undergone tremendous changes.Among them,the automotive industry with the reputation of "industrial flower" has also increased rapidly.China's automotive market has grown from small to large,and has gradually become the world's largest automotive market and has maintained for several years.In recent years,under the macroeconomic background that China's economy has changed from high-speed development to high-quality growth,automobile sales in China decreased year-on-year in 2018,and for the first time since reform and opening up,there has been negative growth.In this context,the automotive industry is facing many difficulties and challenges,which also put forward higher requirements for the production and operation of various automotive enterprises.How to do a good job in the marketing of automotive models and create "explosive" models has become an important consideration for each automotive enterprise.HONGQI brand is the high-end brand of passenger cars of FAW Group of China.Taking the brand new product HX7 of HONGQI as an example,this paper studies the enterprise marketing strategy of brand car models.Through the in-depth analysis of the marketing problems of HONGQI brand from four aspects: product,price,channel and promotion,it draws the conclusion that the shortcomings of HONGQI brand in R&D,manufacturing,marketing and channel are the real reasons for the problems in the current marketing work of HONGQI.On this basis,this paper makes a concrete analysis of the real causes of the above problems,and makes a concrete analysis of the macro-environment and industry competition environment faced by Hongqi HX7 products.It concludes that Hongqi HX7 has great opportunities in the Chinese market and the automobile industry,and also faces great challenges brought by such factors as policy changes,new energy development and economic development.Then this paper uses SWOP analysis method to get the advantages-disadvantages,opportunities-threats analysis of HX7.In order to ensure the effectiveness of Hongqi HX7 marketing strategy,in the design of marketing strategy,the subdivision of China's C-SUV market is firstly analyzed,and then combined with the characteristics of the vehicle model itself and the target market capacity,HX7 locks the target subdivision market into the mid-end subdivision market of C-SUV between 300,000 and 500,000 YUAN.The high-end subdivision market of C-SUV is impacted by the high-end subdivision market of 500,000 to 600,000 YUAN high-end vehicles,positioned as "China's luxury C-SUV "." In the four aspects of marketing product strategy,price strategy,channel strategy and promotion strategy,the article focuses on the design of selling point,channel development and quality improvement,and the mature improvement of advertising and event marketing.In order to ensure that HX7-related marketing strategy design can be well implemented,in the implementation of the strategy guarantee link,the article separately from four aspects of talent guarantee strategy,quality guarantee strategy,capital guarantee strategy and system guarantee strategy to make targeted planning and measures for the shortcomings that may exist in the current marketing link of Red Banner,and further through reasonable management measures.Stimulate staff vitality and motivation,improve quality control,promote the rational use of funds,and promote the formulation and implementation as soon as possible.Effectively guarantee the smooth and effective development of the marketing work of HONGQI HX7,so as to enhance the sales data of HX7 and ensure the achievement of enterprise goals.