| According to the data of the Ministry of public security,in 2018,there were31.72 million newly registered motor vehicles in China,and the number of private vehicles continued to grow rapidly,with an average annual growth of 19.52 million in the past five years.In 2018,the number of cars in China exceeded 200 million for the first time.As of December 31,2018,the number of motor vehicle drivers in China reached 409 million,including 369 million who have the A\B\C driver’s license.Although the growth rate of automobile sales in 2019 slows down,according to the data of the National Bureau of statistics,in 2018,the main business income of key enterprises(groups)of China’s automobile industry reached 3790.77 billion yuan,and the total accumulated profits and taxes reached 563.88 billion yuan,accounting for 4.1% of the total GDP in 2018.It can be seen that the automobile industry is one of the pillar industries of the domestic economy in accordance with the past,and the position of the automobile industry in the economic development is still unable to be replaced.Jianghuai Automobile Refine S4 was officially launched in the Guangzhou motor show in November 16,2018.As a product of Jianghuai Automobile returning to the mainstream market,we use the product psychological attributes to fully exploit the promotion strategy of + differentiated tiktok experience + exclusive service +public relations events promotion,and carry out the layout of the market with weibo dream “V” plan,shaking dream challenge competition and other promotional activities.However,the sales volume of Refine S4 did not meet the expectation of the manufacturer.As of July 31,2019,only 18327 cars were sold,so JAC cannot extricate itself from the dilemma of sharp decline in sales volume.At the same time,due to the vigorous development of the automobile industry in recent years,the fierce competition in the industry,the continuous change of the automobile market environment and the introduction of new industry policies,the relationship between the automobile manufacturers and dealers is gradually changing,and the change of the relationship affects the way of cooperation between the manufacturers and dealers.Therefore,the ways and strategies of the automobile manufacturers to influence the market are also changing.This paper takes the marketing strategy of Refine S4 as the research object,first introduces the basic situation of Jianghuai Automobile Group,then describes the marketing situation of Refine S4,and analyzes the existing problems and reasons in the marketing process of Refine S4,then uses PEST analysis and Porter’s five-force model to analyze the market environment and competitive situation of Refine S4.Then the options and characteristics of different marketing strategies are obtained by using SWOT analysis tools.Finally,the “SO” combination strategy is selected,and the improvement plan and guarantee measures of marketing strategy are formulated in turn.In the competitive market environment,JAC should continue to promote the upgrading of Refine S4,launch local version of products,launch personalized modification products to enhance product strength and product characteristics;strengthen channel construction by adding direct stores,developing direct broadcast platforms,strengthen advertising and offline advertising promotion can achieve the purpose of increasing promotion effect.The above marketing strategies can be guaranteed by optimizing product R & D and upgrading optimizing service mode,improving profitability and increasing support and management for dealers.This paper hopes to provide some ideas for JAC to get out of the sales predicament and improve the market share through the research on the marketing strategy of Refine S4. |
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