A Study On The Marketing Strategy For Dong Feng A9

In this paper,by studying the product,place,price,promotion and consumer behavior of Dong Feng A9.Analysis the main problems of Chinese brands passenger cars in the high-end and find out the main causes of this result.How do Dong Feng A9 and other Chinese brand cars in the high-end gradually obtain competitive superiority and increase market share.Dong Feng A9 is one of the representative of C-class car of Chinese brand.Dong Feng A9 came into the market in April 2016.This paper discusses the marketing status of Dong Feng A9,analysis the existing problems,and put forward solutions.Automobile industry is an important pillar industry of the national economy,As a high value-added industry,auto manufacturing has a high relativity of industries and industrial spread factors.China's auto industry development,especially the development process of passenger car is very unique,In the 1980 s,in order to support the development of China automobile industry,China launched " exchange market for technology " industrial policy.After about 30 years of development,China sold more than 28 million cars in China in 2016,and has been the No.1 in the world for seven years The independent brand always wandered the low-quality low-cost area.However,although the development of Chinese independent brand met with resistance,it still had some success,especially in recent years,The independent brand car including state-owned enterprises and private companies have made great progress.From the perspective of consumers,Most consumers are more likely to buy a joint venture or import brand passenger car.Independent brand share of the market mainly concentrated in the low-end passenger cars and SUVs.Through the systematic analysis of Dongfeng A9,this paper also puts forward some suggestions for the healthy development of cars of the high-end of independent brands.