“shangshou” Company's Marketing Strategy Based On CHINA FAW Group's Independent Brand Market

With the rapid development of China's economy,as the largest developing country and the second largest economy,China's economy has an important position in the world.As the pillar industry of the Chinese economy,the automobile manufacturing industry also affects the development of the global automobile manufacturing industry.Meanwhile,the automobile manufacturing industry,which is a major pillar of our national economy,is also gradually leading the development of the global automobile manufacturing industry.In 2018,China's automobile market ended its 28-year continuous growth.However,FAW Group bucked the trend and achieved a 2.2% growth,of which self-owned brands accounted for 19%.,which indicates the flourishing market of FAW Group's self-owned brands.Under the background of China's automobile industry,automobile assembly companies also face huge competitions.As a world-renowned automobile assemblies manufacturer,the “shangshou” companies have entered China's market in the form of Japanese capital,and have established the business networks from the research and development technology to sale and after-sale services.The research significance of this paper lies on how the company when facing such an unfamiliar market as CHINA FAW Group's self-owned brands comprehends the characteristics of the market and based on which finds its advantages and thus locates its market position as well as how the company eventually achieves its marketing goal by impressing customers with sensible marketing methods on the basis of establishing a trustful relationship with customers.This study firstly illustrates the marketing status and problems,and then conducts a macro and micro environmental analysis and explore the status of domestic automobile and assembly industries in order to make an in-depth understanding of the marketing environment from the perspective of political,economic,social-cultural and technical environment.By using the SOWT model,this paper analyzes the advantages,disadvantages,opportunities and threats so as to find out the targeted marketing strategies.Finally,the STP strategy is used for market segmentation,targeted market selection and market positioning,which could help the“shangshou” companies to formulate a set of reasonable marketing strategies and safeguard measures.Based on the background of FAW Group's self-owned brands,this study develops a set of reasonable marketing strategies for the “shangshou” companies by using related theories and knowledge.It is hoped that the “shangshou” companies will ensure the sustainable development while achieving their goals.