Study On Marketing Stragy Of Harvard SUV

Keep Chineseself-owned brand SUV growing is facing fiercer challenge as the global automobile market is increasingly saturated as well as joint venture brands are adopting the strategy of fierce price war and quality-oriented war.Meanwhile,with the constantly improving of the income level of people and the purchasing power of 80'sand 90'sgeneration and in three-tier or four-tier cities,the auto product market potentialis still huge.In other words,the China automobile market has a profound developing potential.In the age of internet,the consumers have shown distinct individual diversity which challenges the ability of auto enterprises tomake accurate marketing strategy.This paper,through the analysis tools such as PEST,five-force model and SWOT,analyzed the macro environment of China's automobile industry and the internal environment of Havel SUV.Although Haval Company has obtained a proud achievement and formed brand advantages,there is still room for improvement in product differentiation,channel construction,branding,terminal personnel service levels,process services and store image quality.Based on the theory of STP and 7P marketing combination,Haval Company should improve the research of the targeted vehicle model to meet differential demand of consumers,seize the market of three-tier,four-tier citiesand township for a rational distribution channel,increase advertising publicity by brand spokesperson;build a professional team of sincere SUV service experts,process to explore customer life cycle needs,provide high-quality on-site service,establish Haval taste labels on 4S shop and distribution store image design by hardware configuration,layout and decorative details,make customers to feel the atmosphere and sensual pleasure both into the store.