Research On Marketing Strategy Of FAW-Hongqi H5

The first car was brought to China from Hong Kong in 1902,Since then,Chinese automobile industry has experienced a period of rapid development and it has been the world’s largest automobile production and marketing country for ten consecutive years.At the same time,the automobile industry has also become an important pillar industry of China’s economy.After the blowout of several industries,it’s been discouraging about the development of China’s automobile market in recent years.The ear of 2018 is considered to be a connecting year for China’s auto market with the first negative growth in 28 years.What’s more,the domestic automobile market starts with negative growth in 2019 as well.On the one hand,the industry is faced with the problems of insufficient power of new energy vehicles and surplus stock of traditional vehicles,so that the market competition will undoubtedly become more and more fierce.On the other hand,the automobile market has entered the consumption upgrading stage,consumers pay more attention to brand,comfort and personality.At the same time,the proportion of China’s own brand cars in the market is also increasing,and the self brand car industry is gradually rising to seize the market share of joint venture and imported cars.In the face of many competitors and changing market situation,the major automobile enterprises are exploring a marketing path in line with the development direction of the industry,and have a firm foothold in the key nodes of industry reform and survival of the fittest.In this context,this paper takes FAW Hongqi H5 model as the research object,describing the development status of domestic automobile market,using 4P,STP,experiential marketing and other marketing theories as the research basis of this paper,analyzing the current marketing status of FAW Hongqi H5 model in details to obtain the problems which are consumer cognition solidification,product quality in marketing of FAW Hongqi H5 model,short board,single sales structure,the improve of customer experience and insufficient channel coverage.Combined with the macro and micro environment analysis of FAW Hongqi H5,this paper analyzes the market segmentation,target market selection and market positioning of Hongqi H5 by using STP marketing strategy.Meanwhile,marketing strategies are given based on the current marketing problems.At last,it puts forward the supporting measures for the implementation of marketing strategy from four aspects of human resources,product quality,organizational system and corporate culture.This paper aims to use the theory and method of marketing management to provide help for FAW Group’s market environment analysis and competitive product bench marking as well as formulate marketing strategies with high practical value for FAW Group,which will finally offer help to the brand’s development of Hongqi H5 model.