Research On Marketing Strategy Optimization Of Southeast Motor DX Series Models

Southeast Motor is the largest cross-strait automobile joint venture officially approved by the state so far,and it is the model and symbol of the integration of the automobile industry system in Fujian and Taiwan.However,in recent years,due to the lack of core R&D technology,slow market development,and sudden emergence of competitive products,the overall development of Southeast Motor is not satisfactory.Southeast Motor has entered the SUV market since 2015.As a strategic layout product,the DX series has once reversed the unfavorable situation for the enterprise.However,after a period of market competition,due to various drawbacks such as quality and after-sales service,the DX series models Sales have fallen sharply,and market performance is far less than expected.Therefore,it is of theoretical value and great practical significance to explore how to optimize the marketing strategy of Southeast Motor DX series models and get out of the predicament as soon as possible.It is also expected to make a modest contribution to promoting mutual benefit and reciprocity between the mainland and Taiwan,strengthening cross-strait cooperation,and sharing the“One Belt,One Road” development dividend through its own research.From the very beginning,the author paid full attention to the design,development and marketing of Southeast Motor DX series models,and carried out many times on the internal management personnel,R&D personnel and marketing personnel of the company.Interviews and surveys have obtained more detailed data and typical cases;and then analyze and summarize the main problems and reasons of the existing marketing strategies of Southeast Motor DX series models.At present,the main problems in the marketing of Southeast Motor DX series models are :inaccurate target market positioning,insufficient product competitiveness,insufficient brand strategy,and insufficient local market share.When researching and determining the marketing strategy optimization strategy for Southeast Motor DX series models,the PEST analysis method is mainly used: the external environment of the marketing activities of the Southeast Asian DX series models is analyzed;the comparative analysis method is adopted to compare the Southeast Asian automobile DX series models.Analyze the marketing data of similar products with other companies in the same industry,analyze the advantages and disadvantages of DX series marketing strategy;explore the possible improvement of the marketing strategy of Southeast Motor DX series models through value chain analysis.Furthermore,it puts forward the main strategy of marketing strategy optimization for Southeast Motor DX series models : insist on facing the market positioning of quality and focus on quality groups,and firstly target the Fuzhou and Quanzhou markets in the province,and gradually expand to the provincial and national marketing targets;Comprehensively optimize the marketing mix strategy(7P strategy);establish a good brand image strategy by optimizing product quality and comprehensive product innovation.It also proposed corresponding safeguard measures from organization to human resources,capital investment,and corporate culture construction to optimize the marketing strategy of Southeast Motor DX series models.