Research On Marketing Strategy Of Land-wind Automobile

In the current world economic slowdown,growth is weak,into the economic development of the new normal period,the pattern of the automotive industry to re divide the trend is more obvious.At the same time,from the domestic point of view,in recent years,China's domestic automobile companies are also increasing the pressure of competition,differentiation and specialization has become an important trend in automotive marketing.In our country,the survival environment of independent automobile brand is becoming more and more serious,and the profit is decreasing.At present,the research on automobile marketing of domestic experts and scholars are mainly from the point of view of the industry,the choice of automobile marketing mode and marketing strategy and other aspects,more general,especially the lack of research on the strategy of automobile brand marketing of specific.This study focuses on the marketing strategy of Lufeng car,the combination of quantitative analysis and qualitative analysis,based on the comprehensive study of the Landwind automobile marketing strategy and marketing environment,in the process of analysis,the use of a more mature and scientific analysis tools,such as the Potter five.The study found that the Landwind cars still exist many problems in marketing strategies,such as the phenomenon of product homogeneity serious,product pricing unreasonable,marketing mechanism is not perfect,the promotion channel is single.The existence of these problems seriously restrict the further development of land vehicles.According to the actual situation and the automobile market China Landwind automobile's current development situation,through the re positioning of the target market,the 4Ps marketing theory,put forward suggestions on the Landwind cars in the market marketing strategy and marketing methods,such as strengthening the product development and optimization of marketing channels,improve service quality,provide a reference for the development of business enterprise development and domestic Landwind automobile independent brand car.