Marketing Strategy Improve Research On Besturn X80 Of Faw Car Co., Ltd.

After a continuous high growth of China’s car market,its sales volume ranks first in the global car market.Many firms have accelerated industrial layout, new technology applyed, the launched speed of new product, in order to quickly grab market share. The past two years, the growth of the automotive consumer market is slowing down, industry competitive is increasing. the overall growth trend of car market is changing from high growth to a slight increase, but the SUV models maintained a high growth rate in the past few years because of their unique shape, space and performance that meet the aesthetic taste of consumers, family structure and the use of demand driving sense, showing explosive growth. In 2013 the first autonomous SUV car BESTURN X80 of FAW Car achieved good sales performance, improved vehicle sales and improved business performance. But after two years,the SUV gradually wide the performance gap with the same level of market competition models, BESTURN X80 market share is shrinking, the opposite to the overall status of the SUV market share gradually upgrading. As we all know, any mature product sales are inseparable with its marketing,especially now the industry become more and more competitive,consumption level falls, the marketing will play a vital role in its sales.According to of the current situation BESTURN X80’s sales, it is necessary to study the marketing strategies of BESTURN X80 and to analyze its problems and give some suggestions to improve and safeguard measures, which has a certain reference value in enhancing the sales and doing research in the marketing strategies related to BESTURN X80.Firstly,I introduce the background theoretical and practical significance of the paper,from the current situation of the automotive industry,the production and sales conditions of the domestic automobile,the research status of the automotive marketing by domestic and foreign experts and scholars, two ways of method,such as literature analysis and case studies and the entire paper framework; last summarize the related theories including the marketing and orientation, target marketing theory(STP), marketing mix(4P) and the marketing environment theory,such as PEST, Porter’s five forces and SWOT.Secondly,summarize the FAW Car Company in terms of the basic situation of FAW Car Company and brand, marketing organizations and marketing concepts,etc.focuse on the basic configuration of the BESTURN X80, especially exterior design, safety and high-tech configuration and other aspects; summarize the sales status by comparing and analysising the sales data of the whole domestic SUV market and the main competitor with BESTURN X80; highlighting marketing strategies of the BESTURN X80 binding the five strategies such as target market selection, product, price, place and promotion.Again according to the marketing situation X80,anaylize the exciting issues from the four aspects,including products, promotions, place and prices, such as lack of brand influence power, lack of products, lack of product configuration, the high price, the conservative promotion strategy and sales channels expand insufficiently; introduce the X80 marketing environment from the macro-environment,including political,economic, social and technology.and the micro-environment,including the bargaining power of buyers and suppliers, the existing automotive industry competition, the threats of substitutes and the threat of potential entrants.BESTURN threats of a detailed analysis of SWOT analysis BESTURN X80 the advantage of product marketing,the disadvantage of brand and technical, the opportunities presented by the national policies, market conditions and consumer trends and the threat generated by industry competition and cost pressure.Finally, according to the existing marketing problem of X80,bring some improvement suggestions on product strategies,including brand shaping,accelerating the speed of the R&D and response to national policy,enriching the product configuration and so on; some improvement suggestions on place strategies,including optimize the traditional sales channels, stimulate sales vitality, strengthen the channels construction, take the Internet Express, innovative service model, enhance service brand;some improvement suggestions on promotion strategies,including promote the network marketing,brand influence, build cultural marketing environment, boosting brand lasting vitality;some improvement suggestions on price strategies,including reasonable price, accurate price. At the same time,in terms of corporate culture, marketing system construction and management, customer resource data platform,put forward specific measures to ensure the implementation of improvements content in the marketing strategy.