Research On Marketing Strategy Of High-end Brand Of Great Wall Motor Company

In recent years,China has become the world’s largest producer and seller of automobiles with the rapid development of China’s automobile industry.Optimistically,there is still room for growth in China’s auto industry despite a decline in auto sales since 2018.In such an increasingly competitive environment,it is time for China’s auto industry to take the initiative to seek transformation and upgrading.Under such circumstances,many self-owned auto brands are trying to make a leap towards high-end manufacturing on the basis of seeking transformation and upgrading and strategic adjustment.For this reason,Great Wall Motor created a new high-end brand,WEY.After a brief period of glory in the initial stage,WEY’s sales volume declined year by year,and the contribution rate of WEY brand to Great Wall continued to decrease.This paper attempts to study the marketing strategy of WEY in the domestic market,hoping to improve the terminal sales volume and brand market share of WEY through more scientific and effective marketing strategy.Firstly,based on PEST analysis and Porter’s Five Forces Model,this paper firstly analyzes the macro environment and industry competition climate of high-end brands of Great Wall Motor Company.Then,STP theory is adopted to analyze the market segment and market positioning of WEY.The author analyzes the marketing status quo of WEY automobile from four aspects,namely product,price,place and promotion,and summarizes the existing problems.At last,this paper constructively puts forward the improvement countermeasures for WEY in the marketing strategy based on Marketing Theory of 4Ps.It is found that WEY of Great Wall Motor Company,as a high-end brand auto,has the following series of problems: Lack of innovation;low brand recognition,dragged product quality and after-sales service;conflicts of homogenized product;inconsistent pricing with the product positioning;weak price regulation;limited coverage of marketing channel;inadequate management of dealers;unsound online channels;non-targeted and slick advertising positioning.Based on this,this paper puts forward suggestions to improve the marketing strategy of Great Wall Motor-WEY via market research.In terms of the product,it is necessary for WEY to take the path of product differentiation,research and develop new products,and ensure high-quality product development.At the same time,WEY ought to spare no effort to improve the after-sales service quality,reasonably figure out the product layout,and maintain the brand loyalty of customers.In terms of price,it is urgent to take a good stance on product positioning and do a good job in price adjustment and supervision;In terms of the place,WEY needs to reasonably analyze the channel layout,establish a win-win relationship platform with distributors,and improve the construction of online channels.In terms of promotion,it is necessary to timely improve the accuracy of advertising,adopt novel advertising methods,and carry out promotional activities in a targeted and planned way.