BAIC HYOSOW SUV Marketing Strategy Research

Automobile has become an important tool of people’s life as the increase of domestic economic level. Automobile industry of China started late, but it develops rapidly, especially compact SUV, which is on the way to the new growth point of domestic passenger car market with rapid increase. In recent years, a series of policies issued by the country benefit the development of self-owned brands, and the idea of “Energy conservation and emission reduction” advocated by the country and traffic control policies issued by the country bring further development opportunities to compact SUV market, intensifying the competition in compact SUV market focused by self-owned brand. Under the circumstance of coexistence of opportunities and challenges, automobile marketing strategies have become an important content that automobile manufacturers and dealers care about. It’s a topic that self-owned brands SUV manufacturers have to face that how to seize opportunities, implement effective marketing strategies, win recognition of more consumers and fight for a bigger market share.BAIC HYOSOW is a brand-new brand officially launched by BAW Group and Chongqing Yinxiang Group on March 31 st, 2014, owning two compact SUV products--- BAIC HYOSOW S2 and S3. With the good prospect of compact SUV market, how to make marketing strategies that are suitable to the market is the key that whether B BAIC HYOSOW can take the market rapidly, and it’s also a topic that BAIC HYOSOW has to research for realizing its strategic objectives.Starting from development status of domestic SUV market and the situation of BAIC HYOSOW, the thesis researches the background and meanings of BAIC HYOSOW SUV product marketing; then it does a system analysis on marketing environment of BAIC HYOSOW SUV products by PEST analysis, Michael Porter’s Five Forces Model, SWOT analysis and STP analysis, and concludes advantages and disadvantages of BAIC HYOSOW and characteristics of target users the products face; on this basis, BAIC HYOSOW SUV product marketing strategies centered in brand marketing, product marketing, price marketing, channel marketing and service marketing and implementation guarantee are put forward. The thesis adopts a way combining both quantitative analysis and qualitative analysis, and cites a great number of industry data, enterprise market survey results and dealer interview views to make conclusions that are practical and have realistic and learning meanings.