Research On Geely Automobile Marketing Based On Jiangxi Market

With the rapid development of China’s economy,the automobile industry has already become one of the pillars of China’s industry.The report issued by the Nineteenth National Congress of the CPC,the 13 th Five-Year Plan of the State and the 13 th Five-Year Plan of Jiangxi Province all take the development of industry,especially the development of automobile industry,as the focus of the government’s work,while Geely Automobile,as the leading enterprise in China’s automobile industry,its marketing strategy has a certain representative significance.This paper is devoted to the research on the marketing strategy of Geely Automobile Company.Through questionnaire survey,this empirical research method,combined with quantitative and qualitative analysis methods,this paper studies the marketing strategy of Geely Automobile Company in Jiangxi Province,and hopes that the results of the research will have certain guiding significance for the marketing strategy of Geely Automobile Company in other provinces.From the content point of view,this paper will focus on Geely’s marketing strategy in Jiangxi Province.Firstly,the related concepts and basic theories involved in the research are elaborated,focusing on STP theory,4P theory,five-force model,SWOT analysis and PEST analysis method.The third chapter of this paper carries out PEST analysis of Jiangxi automobile marketing environment,and makes a comprehensive analysis of Jiangxi automobile market environment from macro-environment and industry environment.Jiangxi automobile market has a good market environment and broad market prospects,especially in the field of new energy vehicles,the local government has given great policy support;secondly,Jiangxi is a car market with great potential,mainly reflected in the characteristics of low per capita car ownership and rapid per capita income growth,and in addition,the production of new energy vehicles in Jiangxi Province has also increased rapidly in recent years.Third,the industry competition in Jiangxi Province is fierce,mainly reflected in the joint venture brands and foreign brands occupy a larger market share,in addition,the strength of local brands in Jiangxi Province can not be underestimated.In terms of research methods,this paper mainly collects the data needed by the research by issuing questionnaires.Through issuing 450 questionnaires and collecting 409 questionnaires,the paper conducts a comprehensive survey of consumers in Jiangxi automobile market from four aspects: personal information of consumers in Jiangxi area,car buying behavior,after-sales of automobiles and self-brand,and concludes that Geely automobiles are conducive to the development of Jinyi in Jiangxi area.From the first-hand data of marketing work,we can see that Geely’s marketing strategy in Jiangxi Province has the following problems: from the product level,the core competitiveness of products is not strong,the layout of new energy automobile industry in Jiangxi Province is backward;from the price level,there are problems such as lack of market segmentation,lack of policy environment support;from the brand level.Looking at the problems of low brand awareness and consumers’ low brand awareness,unreasonable distribution of 4S stores and imperfect network sales channels from the channel level,and single promotion means and inadequate use of experiential marketing from the promotion level.In order to solve these problems,this paper puts forward the corresponding strategies in the fifth chapter: product strategy suggestions are to improve the core competitiveness of products and accelerate the layout of new energy industry in Jiangxi Province;price strategy suggestions are to price products in line with consumer demand and improve product premium ability;brand strategy suggestions are to enhance regional brand awareness and improve brand image;distribution channel suggestions are to optimize and upgrade.Traditional distribution channels,including rational distribution of 4S stores,strengthening the combination of online and offline,etc.Promotion strategy recommendations are to strengthen differentiated marketing strategies,focusing on the use of experiential marketing tools;finally,the development of appropriate measures to improve Geely’s marketing strategy in the Jiangxi market to provide protection.