The Research Of Baic Off-Road Vehicle Marketing Strategy

In the time of the completion of constructing a moderately prosperous society in China,the life quality of Chinese resident has been gradually improved.And the power of consumption that enhanced significantly drives a sustained growth of the consumer demand,to accelerate promoting consumption upgrading.During the progress of the domestic economy,the automobile industry has a great significance to China’s economy.Since Chinese government has introduced a series of policies for stimulating the development of automobile industry in 2009,production and sales volume jumped to the No.1 in the world.Although it declined slightly in 2018 to 2019,it still was a huge scale industry with annual production and sales volume reached to 27,000,000.The automobile industry is a mainstay industry that be indispensable in China’s economic development process.Throughout the domestic SUV market in recent years,the momentum of development be swift and violent.The proportion of middle and high-end SUV keeps growing,and there is a strong trend in imported SUV,which showed the consumption upgrading be obvious increasingly.At present there is a crucial issue for proprietary vehicle brand that promote China’s national brand how to develop the high-end SUV for capturing the market that have been occupied by other SUV such as Toyota,Jeep and Land Rover,etc.BAIC ORV is a centuries-old brand and is the one of the most high-end proprietary SUV brand in China.The BAIC always serves for our country in last 60 years.It has the professional SUV research and development team,huge scale manufacturing base and perfect supporting system,and the product absolutely has the strong core competitiveness.In this essay,I’d like to introduce and analyze the marketing situation and strategy suggestions for BAIC ORV,through the analysis of internal and external circumstance,STP theory and 4P theory analysis,and combining theory with practice.Based on the VALS(Value and Lifestyle Survey)and the China-VALS model in accord with the characteristics of China population to research the customer group’s value category and each one’s characteristics.And combining with the product positioning and attributes of BAIC ORV to find out the target population,analyzing the selling points and benefits of the product for them,and then designing the more appropriate brand promotion and marketing pattern.Using attribute-benefit-value model provided by the MEC(Means-End Chain Theory)to analyze value of BAIC ORV’s customer group,and considering how to link with product attributes and consumer preferences and the ultimate goal of consumption,thereby guiding product improvement to better meet the demands of consumers.In order to satisfy the diversified demands of different levels of consumers in the present automobile market,each vehicle company will innovate every year,focus on the consumer and provide better products and services for consumers from the explicit and implicit demands of consumers.Through a series of theoretical guidance,this article analyses the current developmental situation of BAIC ORV,research BAIC ORV’s brand characteristic marketing strategy,tightly grasp demand and interest points of the consumers,find more suitable development route for BAIC ORV,which can assist it to realize the nice vision of "building the first SUV brand in China",then revitalize national brand and make the brand go to the world.