Research On Marketing Strategy Of FAW Toyota RAV4 Rongfang

With the rapid development of China’s economy and society and the significant increase in overall national strength,China’s automobile industry has experienced a period of rapid growth.However,the apparent decline in economic growth,the indirect impact of Sino-US trade,the pace of implementation of macro policies and the implementation of the Sixth National Standard.Since 2018,the Chinese automotive industry has experienced its first decline in 28 years,which will undoubtedly lead to automotive Competition in the market is getting fiercer.With the upgrade of domestic consumption and changes in people’s lifestyles,the market size of SUV models has continued to expand,and FAW Toyota RAV4 Rongfang has become the first choice for compact SUVs for home use in recent years with its brand and quality advantages.In 2015,Toyota officially released the TNGA global production structure,bringing more competitive and better models with more efficient and energy-efficient production methods,which is of epoch-making significance.In the current domestic automobile market,the demand for automobiles is constantly changing.With the continuous adjustment and change of domestic policies and national consumption concepts,consumers’ concepts of purchase are also constantly changing.In the current competitive SUV car market,how to gain advantages,attract customers,and seize the market is also a major issue facing major auto manufacturers.Therefore,in view of the actual situation of China’s SUV market,it is necessary to adjust marketing strategies in a timely manner,both theoretically and practically.This paper first analyzes the current marketing strategy of FAW Toyota RAV4 Rongfang models,and uses 4P theory to study its problems and reasons in terms of products,prices,channels,promotions,etc.It is believed that FAW Toyota RAV4 Rongfang models have 4S shop terminal marketing There are many problems,such as the vague positioning of product markets and the positioning of major user groups,and insufficient efforts in new media marketing.Then use the PEST model to analyze the macro environment of the company.The implementation of the Sixth National Standard,the transition of China’s economy to medium and high speed development,the increase of consumption potential in the rural market,and the rapid development of new energy and information technology have all impacted the traditional automotive industry.Then use the Porter five force model to analyze the attractiveness of the automotive market and the competitive environment in which RAV4 Rongfang products are located from five aspects.At the same time,the internal environment of the company,the company’s business philosophy,organizational structure,corporate culture and other aspects of FAW Toyota’s internal environment were analyzed,and based on this SWOT analysis,the Toyota brand’s high quality,long life,low fuel consumption,and low failure rate were RAV4 The main advantages of Rongfang models,the global and domestic enthusiasm for new energy,also give Toyota’s hybrid power a huge opportunity;however,the inherent anti-Japanese cultural complex and strong demand for security of the Chinese people,and the strong price advantage of domestic brands,Also let RAV4 Honor models face realistic challenges.Finally,based on the above analysis and research,formulate an effective marketing mix strategy for FAW Toyota RAV4 Rongfang models,including re-defining product customer positioning,implementing stable price strategies,opening new marketing channels,and focusing on the targeting of advertising;etc.;By optimizing the after-sales service system,improving the quality of service personnel,management and technical informatization,the smooth and effective implementation of the FAW Toyota RAV4 Rongfang marketing strategy is guaranteed.