Research On Marketing Strategy Of FAW Hongqi H9 Vehicle

As an important part of my country’s economy,China’s auto industry has shown a growth trend for many years.Besides,the automobile market leads an upgrading trend,the luxury car market is developing rapidly,and high-leveled models are more favored by consumers.In addition,consumers cares more about brand,comfort and personality.Chinese automobile industry has its own uniqueness,which is affected by national policies and regulations.The Chinese government vigorously promotes the development of the new energy industry in recent 5 years,resulting in many new forces of automobile manufacturing entering the new energy blue ocean market.As the first company of Chinese automobile industry,Hongqi brand has carried the responsibility of realizing the dream of manufacturing automobiles and strengthening China’s automobile industry since its birth in 1958.However,the sales of Hongqi brand has been in a downturn for quite a long time.After the Hongqi brand press conference in 2018,several models such as Hongqi H5,Hongqi HS5,Hongqi HS7,Hongqi H9 and Hongqi E-HS9 were successively released,which helped push the sales of Hongqi brand to rise rapidly,and the sales volume increased 63 times in four years.Hongqi brand needs to maintain high-speed development and assume the important task of "promoting Chinese national automobile brands".This paper reviews the development history of Hongqi brand at first,introduces the strategic objectives and company structure of Hongqi brand,takes FAW Hongqi H9 model as the research object,analyzes the macro environment of the domestic automobile market through policy,law,economy,society and technology,analyzes the micro environment through enterprise internal analysis,supplier analysis and competitor analysis.Draw the conclusion that market competition is intensifying and risks and opportunities coexist.Using STP marketing strategy and 4P marketing theory,the current marketing situation of FAW Hongqi H9 model has been analyzed in detail in many aspects.Then it comes to the conclusion that FAW Hongqi H9 model has the problems of insufficient product competitiveness,large price gradient,few offline promotion activities and poor channel operation ability in marketing.Specifically,in terms of product strategy,with the help of the Olympic champion car donation,the strategic cooperation of the General Administration of Sports and other activities,the brand image will be enhanced,the brand influence will be deepened,and the product charm will be optimized.In terms of price strategy,we should adopt combination pricing strategy and provide special price policy for key customers;In terms of channel strategy,we should speed up the construction of channels in the third and fourth tier cities,strengthen the construction of Hongqi supermarket stores and standardize network operation and management;In terms of promotion strategy,carry out continuous exposure in consumption scenes and life scenes,explore the direct selling VIP market and improve the frequency of offline promotion activities.Finally,focused on quality system,human resources,organizational system and company culture,ensured Hongqi H9 implementation of marketing strategy.The purpose of this paper is to draw up marketing strategies with high practical experience for Hongqi brand,and provide help for the sales development of Hongqi H9 model.