Research On The Marketing Strategy Of The Dongfeng Scenery 580

In recent years,SUV(sport utility vehicle)passenger car sales have taken the top position in the automobile market,and the market performance is remarkable.Although the marketing creativity of Dongfeng scenery 580 was innovative,and it had an obvious advantage in future development.But the scale advantage of the passenger car market is especially important,that is,the constant strong characteristics will be fully displayed in the passenger car market.Besides,facing the market risks and challenges,such as low brand awareness,single channel network layout and competitors joining and so on,Dongfeng scenery 580 how to stand out in the fierce automobile market competition is a practical problem to be solved urgently.In this paper,the methods of literature research,diagnostic research and case study are used.On the basis of combing the marketing theory,this paper firstly makes a systematic analysis of the current situation of Dongfeng scenery 580 domestic marketing,clarifies the lack of product force and the resistance of brand value conversion sales.Low price advantage,price and product positioning fuzzy match;It is difficult to solve the problem of the relationship between dealers and dealers.New media to explore overexert,user viscosity increase gradually add marketing problems such as difficult,with the help of porter five models,PEST analysis tools of Dongfeng scenery 580 external marketing environment and internal resource conditions made in-depth analysis,secondly,using the theory of STP market segmentation,selection and positioning analysis,Suggestions of Dongfeng scenery 580 need to focus on the main three or four line city and resources,models,price stability within the range of 60000 to 100000 yuan,foray into further and deep market,100000 yuan of above models 80 and 85 after subdivision market,cultivating market after after 90 and 90,at the same time,continue to push forward three or four line city 4 s stores and online sales channel construction,to the user as the center,strengthen the car experience store sales model,to make up the brand awareness disadvantage;Thirdly,in view of the main problems existing in Dongfeng scenic 580,combined with its STP strategy analysis results,the four strategies of product,price,channel and promotion have been optimized and adjusted.Finally,the related strategy improvement is put forward.That is,overall productimprovement,service inventory brand;Based on the gradient pricing of the demand level difference,the price reduction follows the reaction;The channel "continues to abate,expand the surface,and submerge",while actively implementing the "four-in-one" assessment system of channel distributors and the incentive of "benefits";Auto financing loan support,car purchase preferential support,maintenance times complimentary support.Research of this paper can not only help the company better and faster to adapt to the changes in the external environment,guarantee the company to survive in the fierce market competition and development,as well as the related industries of other enterprises have reference value.