Research On Marketing Strategy Of CHERY Automobile

With the rapid development of China’s economy,the development of China’s automobile industry is stable.The 19 th national congress of the CPC and the 13 th five-year plan of the state have put forward important instructions for the development of the automobile industry,which will be promoted and distributed as a key work content.As one of the leading companies in automobile industry,Chery automobile’s marketing strategy research has certain guiding value.Research of Chery automobile marketing strategy,this paper first expounds the marketing related theoretical basis and connotation,the second for Chery automobile facing the market situation at home and abroad is analyzed,using the method of the STP and 4 ps the systematic analysis of Chery automobile facing the industry situation,the macro environment,shows that Chery automobile industry prospect is good,has the sustainable development potential.In this paper,a line through questionnaires to collect market information,a total of 496 copies,recovery of 479 questionnaires,respectively from the consumer’s personal basic information,to buy cars,auto after-sales service demand,brand perceptions are four aspects of systematic analysis,get Chery automobile marketing strategy based on the basis of.Through the combination of qualitative and quantitative methods,the systematic analysis of the marketing situation of Chery automobile has certain reference and guidance value for Chery automobile marketing and the companies in the same industry.Through the research and analysis of this paper,it is shown that Chery automobile is faced with certain marketing problems,including: analysis at the product level found that the core competitiveness of products is insufficient,not able to design the products of target customers in accordance with the customer-centered demand;From the perspective of price analysis,there is a lack of detailed price control for the segmented market,and the government’s policy support is obviously insufficient.Although there is a certain degree of popularity in the analysis from the brand awareness,there are obvious deficiencies compared with the domestic and foreign well-known automobile brands,and their brand positioning is not clear;The dealer system is not perfect,the geographical distribution of 4S stores is obviously unreasonable,and the online and offline marketing mechanism is not perfect.From the perspective of promotion methods,promotion policies and means are relatively simple,and experiential marketing is difficult to implement.Furthermore,the paper puts forward the marketing improvement measures of Chery automobile.First of all,the customer-centered product design,improve the core competitiveness of their own products,increase the resource investment in new energy vehicles.Secondly,differentiated price control can be carried out according to different target markets.In addition,in the brand awareness clearly positioning their brand image,to achieve brand awareness.Then,in the marketing channel to improve the allocation of resources between 4S stores and dealers,improve the use of network channels.Finally,develop differentiated promotion plans in terms of promotion and enhance the experiential marketing senses to achieve product sales.Finally,for a Chery automobile marketing strategy to establish a reasonable safeguard mechanism,can from the study-oriented marketing team and dealers to establish evaluation system,strengthen the public resources,strengthen and establish emergency response mechanism,enhancing market promote Chery automobile comprehensive management ability five aspects to achieve their marketing goals.Through the research of this paper,it can provide support for the marketing theory of Chery automobile and provide some guidance for the marketing strategy of automobile industry.