Research On Marketing Strategy For "Hongqi H5" Car Of FAW

In China,with the continuous increase in car sales and the gradual liberalization of foreign stocks in the future,opportunities and challenges coexist for auto brands.As a pioneer of the new China automobile,FAW Group continued to deepen its reforms and has achieved certain achievements in the development of the Hongqi brand.Similarly,there are places worthy of improvement and improvement.How to conduct marketing of Hongqi brand in the fierce competition of the current passenger car market has become an urgent problem to be solved.According to the analysis of the macro environment of the domestic automobile market,in terms of the political environment,China's policies in 2018-2019 have both favorable and unfavorable factors for the car market,with more favorable factors.From the perspective of economic environment,China's economic growth in 2018 is stable,and the economic growth forecast in 2019 is sustainable.From the analysis of social environment,consumers tend to conform to the crowd,face saving and other consumption habits still exist,and the demand for technology,intelligent products gradually strengthen;In the technological environment,the technological innovation ability of the automobile industry is constantly improved,and the rise of the Internet makes the marketing methods and methods more diversified.According to the analysis of the micro environment of the domestic automobile market,the new power of new energy automobile enterprises of potential competitors are developing rapidly.Existing large vehicle manufacturers and other traditional competitors sales steady,constantly launched new products,fierce market competition;Consumers' demands for automobile brands,personalized appearance and safety are increasing.Master high-tech product suppliers with high bargaining power;Shared-travel companies are entering a mature stage and facing the threat of substitutes.In general,the SWOT analysis is beneficial to the development of hongqi sedan in the car market under the conditions of multi-party policy support and sound economic operation of the country,as well as the comprehensive understanding of advanced technical support and consumer demand.Hongqi sedan has great advantages in corporate strength,brand recognition,etc.,and has disadvantages in product technology compared with international brands.The improvement of the external environment for the Hongqi car sales created opportunities;Changes in environmental regulations and policies have threatened sales of fuel-efficient cars such as the Hongqi.Through SWOT matrix analysis,faw Hongqi H5 car marketing strategy selection SO.Based on the above analysis,the Hongqi H5 sedan should adopt the following marketing mix strategy.In terms of products,we can arouse Chinese people's deep feelings for red flag and enhance the ability of brand premium through technical brand publicity,and increase consumer satisfaction through improving user experience.In terms of price,based on the analysis of the sensitivity of consumers to products,the high-end B-class car market has a price advantage over the international competitors,and the premium services and peripheral products are increased.In terms of channels,we should improve the channel construction and guarantee,establish the distributor management system,improve the channel operation ability and guarantee the channel operation quality,so as to expand the domestic market with high quality and efficiency.In terms of promotion,we target international brands from the perspective of consumers,pay attention to the improvement of various services,conduct consumer market promotion based on experience,conduct dealer business promotion based on support,strengthen internal promotion,and use the Internet to increase a variety of promotion methods.In addition,the implementation of the marketing strategy of Hongqi car also needs to ensure the effective implementation of the marketing strategy from the development of human resources and talent training,guarantee the reserve capital and capital flow,guarantee product quality,ensure the supply of capacity,improve the process system and strategic culture and other aspects.