Analysis Of The Marketing Strategy Of S Model From Lanhai Automotive Company

The average level of consumption from city and countryside residents have grown greatly based on the high speed growing of China economy since 2008. The China's automotive industry has also grown with high speed with the support from government's policy and now China has become the second largest automotive consuming country and third largest automotive manufacturing country, while not one of the strongest countries. Under the background of fiercer and fiercer competition in the domestic automotive market, the paper use Lanhai company's A+ segment sedan as the object of the study to analyze the chances and challenges of Lanhai company as Top 3 automotive OEMs in China and further more put forward its S model's marketing strategy choosing and planning.The paper mainly uses Porter's five forces, 4P theory and SWOT analysis as main methods. Starting from the China automotive industry's current situation and future trend forecasting, as well as considering the Lanhai company's development status, the paper analyzes the company's outside and inner environment, first outside's chances and threaten, then inner's resources' advantages and disadvantages to get the S model's marketing strategy's premise and conditions. Finally the paper proposes an innovated marketing strategy with differentiation as well as the execution measures.The paper selects the second generation S model Facelift from Lanhai company which was just launched in 2015 as the object and the author is now the product manager in charge of S model. So the analysis is meaningful and can be practical and operational and it can also show directions to the S model's future. At the same time, the analysis may be a reference to the marketing strategy making for the current domestic Joint Ventures and local OEMs.