Research On Marketing Trategy Of Haima Automobile

The car market of China has been prosperous for a long period, and competition in the domestic and foreign car brands has been more fierce, Haima,an outstanding autonomous brand of China, has been increasingly eager for Marketing Theory. However, Automotive marketing research from Chinese scholars mainly concentrates on selections of marketing mode and marketing strategies, studies on overall marketing strategy of single car brand are rare, in particular, studies on Haima are limited to the developmental history and introductions of the products of the brand itself. Therefore, this article will have a study on the marketing strategy of Haima. by analyzing the development situation of China’s auto market and automotive marketing environment of Haima, this article draws a conclusion on marketing strategies matching with Haima development and its target market, trying to make explorations to improve the theoretical system of the whole car market.In this paper, methods of qualitative and quantitative analyses are combined, having a comprehensive study on automotive marketing environment and marketing strategy of Haima. By introducing the tools of PEST analysis, SWOT analysis, Porter’s five forces analysis, the matrix analysis of internal and external business environment analysis, there get a description of the operating environment and the strengths and weaknesses of the internal and external development of Haima. By the STP marketing strategies design model, there have a quantitative breakdown of the auto market. By hierarchical analysis, there get the target market of Haima, by a comparative analysis, Market positioning of Haima is established.By research, we found that domestic and foreign car brands home and abroad competed against each other violently in the second and third markets, gradually forming autonomous brands, joint-venture brands and foreign brands which lay the foundation of three pillars. The study found that advantage of Haima did not fully showed, having larger room for improvement in terms of the choice of target market on the second and third markets and its Market positioning and could get a competitive advantage through differentiation and focused marketing measures on the subdivided areas. According to the study, combing with the Chinese automotive market characteristics and Haima’s present status of operation, marketing advice based on the4P marketing strategies on the segemented market are put forward in order to provide references to improve marketing strategy of Haima.