The Study On Marketing Strategies Of Beijing Hyundai Ix25

Beijing Huyndai founded on Oct.18^th of 2002,which is invested by both Beijing Automotive Co.and Huyndai Automotive Co.from South Korea,with$1.22 billion registered capital.It was the first authorized China-Foreign joint venture project in Chinese vehicle industry since China became a member of WTO.The project was also named as revitalizing Beijing modern manufacturing industry and leading project of developing capital economy.In recent years,Chinese vehicle market has been stimulated and show more interesting on SUV car type day by day.For instance,the compact SUV market is the most attractive share from total vehicle market.With the launch of new model“ix25”,Beijing Huyndai has the“SUV Family”which contains“ix25”,“ix35”and“NEW SANTAFE”three models.This helps Beijing Huyndai having all the SUV types and being competitive on the total SUV market.In this paper,the current marketing strategy on“ix25”model will be analyzed with both macro-environmental and micro-environmental aspects.“4P”theoretical model will be used for researching current marketing situation of“ix25”,and the subdivision of market,targeting market,the product locating strategy and price strategy will be analyzed in this paper.In the last part of this paper,we will also discuss the success point on marketing strategy of“ix25”,which will be a valuable experience on setting marketing strategy for the next generation of compact SUV in our country.This paper includes seven parts,the first part is background research,the second part is theoretical summarization of research area.The third part is the general introduction of Beijing Huyndai Automotive Company.Both“ix25”and the company's current marketing situation will be represented in the fourth part.In the following part,subdivision of SUV market,selection and locating of target market will also be analyzed by using of STP strategic planning tools.In the sixth part,the guarantee measure of“ix25”marketing strategy will be implemented.In the last part,we summarizing the marketing success and revealing a way that globalization of Chinese vehicle industry.