A Study On The Domestic Marketing Strategy Of Chang’an Ford

With the rapid expansion of domestic automobile market,China has become the largest automobile consumption market in the world.At the same time,the automobile industry is also a key industry supported by the state in recent years,which contributes a lot to the local government’s economy and employment.Although the overall sales growth has slowed down in the past two years,people’s enthusiasm for automobile consumption has not weakened at all.Automobile consumption is developing in the direction of environmental protection,intelligence and high-end.Chang’an Ford Motor Co.,Ltd.(Chang’an Ford)has a history of 20 years.It is a well-known joint venture automobile company in China,with an annual production capacity of 1.4 million vehicles.In recent years,the sales volume of Chang’an Ford has declined like a Waterloo,from nearly a million years in 2015 to nearly 400000 in2018.What causes Chang’an Ford’s sales to decline? What kind of products should Chang’an Ford produce and what kind of marketing means should be used to cope with the increasing competition among automobile enterprises,so as to maintain market share and ensure the company’s financial profitability? Based on these problems,this paper first collects and summarizes the domestic and foreign marketing strategy research,and on the basis of a systematic summary of these results,briefly analyzes the development trend of the automobile industry.Then,the internal and external competitive environment of Chang’an Ford is analyzed in depth to explore the gap between Chang’an Ford and other domestic automobile enterprises.Then,it designs the marketing strategy,finds the corresponding Chang’an Ford Model by analyzing the market opportunities,proposes the steps of market segmentation,selects the target market by adopting the different marketing mode,and redefines the market positioning of the existing products.This paper takes product strategy,pricing strategy,channel strategy and promotion strategy as Chang’an Ford’s domestic marketing strategy.In terms of product strategy,we should create one or two star products,extend products at the same time-develop joint venture and independent brands,and develop new energy vehicles.In terms of pricing,we adopt the method of "go with the market" and "infiltrate pricing" for star products to attract more people to buy at a relatively low price so as to quickly increase sales volume.In terms of channels,it is proposed to implement the strategy of integration of three networks of Ford China,Chang’an Ford and Jiangling Ford.Based on the situation of different cities,dealers adopt two ways:exclusive marketing and selective marketing.In terms of promotion strategy,offline personnel promotion is carried out in crowded places,and long-term cooperation relationship is sought through one-to-one communication between salesperson and customer.Actively cooperate with e-commerce platform online to promote online sales.The author points out the problems encountered in the current exploration and the trend of future research,and puts forward the marketing strategy suitable for Chang’an Ford.In order to provide reference for further research in this field.