Research On Marketing Strategy Of FAW Hongqi H9 Cars

China’s first automobile Hongqi brand as China’s first luxury car market independent national car brand,bearing an important national car mission,the new Hongqi brand sales by leaps and bounds,created many "flag trace moment" in the history of Chinese brand.On January 8,2020,FAW Hongqi H9 was officially unveiled at the Great Hall of the People in Beijing,which also marked the call of the new era issued by the new Hongqi.FAW Hongqi H9 car as the flagship product of the Hongqi brand,which also laid its strategic position in the Hongqi brand,FAW Hongqi H9 cars marketing status and marketing strategy research,will have important practical significance for the development of independent brand.FAW Hongqi H9 cars as a new brand benchmarking product,in the C-class luxury car market,there are many difficulties and challenges.From marketing status of FAW Hongqi H9 car market as the breakthrough point,through the combination of case and theory,in-depth analysis of problems existing in the marketing of FAW Hongqi H9 cars,to analysis the corresponding marketing strategy and security solutions,to ensure that FAW Hongqi H9 in C level luxury sedan market to further improve sales volume and market share.At the same time,through establishing a good image of Chinese cars,let Chinese people fall in love with Chinese cars.In FAW Hongqi H9 sedan marketing present situation analysis,by analyzing the marketing current situation of the FAW Hongqi H9,include product,price,channel and promotion strategy,and found the products lack of core competitiveness,the vertical website customer word of mouth is poorer,brand premium ability is low,target customer base cover the problems such as insufficient.On this basis,the study of FAW Hongqi H9 car market problems found in-depth analysis,find out the root of the problem.In the FAW Hongqi H9 car marketing environment analysis stage,through in-depth analysis of the FAW Hongqi H9 car market external macro environment,industry environment,internal company resources,company ability,so as to list the key indicators and factors affecting the FAW Hongqi H9 car market development,using SWOT model,Analysis of FAW Hongqi H9 advantages,disadvantages,opportunities and threats,so as to get four different strategic combinations,the combination of different strategies for in-depth analysis,finally,FAW Hongqi H9 to take the improvement strategy（WO）,continue to improve the sales of models.In the formulation and implementation stage of FAW Hongqi H9 car marketing strategy,through STP strategy analysis,it is concluded that FAW Hongqi H9 car market needs to focus on high-end brand positioning as the core,based on leading technology research and development strength and reliable quality control ability,and gradually establish a good brand image in the hearts of consumers in the C-class car market.Future,FAW Hongqi will target customer lock C level of luxury cars,target consumer groups,and through their own product design,research and development,technology innovation,keep product advantages,and gradually improve the Hongqi H9 sedan market share low disadvantage,strengthen event marketing promotion brand force,force on the c-class luxury car market step by step.In this regard,through the price,product,channel,promotion four aspects,research and develop suitable for FAW Hongqi H9 car marketing mix strategy.Finally,from the aspects of personnel guarantee,capital guarantee,brand image,digital-intelligence transformation,customer flow guarantee,relevant suggestions are provided to ensure the implementation results of marketing strategy are feasible.