Study On Integrated Marketing Strategy Of Excelle Of New Generation Of SAIC-GM

Along with the rapid development of social economy and overall progress of science and technology,the automobile industry is in a process of rapid development,a large number of brands emerged in the market.In order to seize the market share,the marketing wars broke out between major automobile companies,and the competition are becoming more and more cruel.In recent years,SAIC-GM has occupied a relatively high market share in domestic automobile brands,of which Buick is the most competitive and representative sales subject.In the first camp of sales volume,those star models exert very obvious effects on elevating the overall sales.Faced with the severe market situation that the sales growth rate has sometimes declined,while the original marketing strategies are also enduring a bottleneck period,SAIC-GM also burdens huge pressure of sales.It can not be ignored that reconstructing marketing strategy and increasing sales volume plays a decisive role of the best-sellers.Excelle of new generation emerged in the market in this background,with an objective of achieving the top sales volume.Based on the analysis of the industrial environment of SAIC-GM and SWOT analysis method,the paper points out how the Excelle of new generation can make good use of its strengths and weaknesses to gain advantages in the marketing competition.In addition,it analyses the STP and integrated marketing strategies in the process of listing,and clarifies the reason that why after listing the Excelle of new generation has attracted the attention and recognition of the industry and customer groups,and why it has become one of the most popular models in the new generation of Buick.It is concluded that the quality of automobiles and reasonable positioning is the basis of marketing,the automobile segmentation is the core of marketing strategy,marketing environment is the soil for product promotion and integrated marketing is the catalyst for brand promotion.This paper conducts the research on the process of the Excelle of new generation taking use of integrated marketing strategy to achieve remarkable results.It provides relevant reference and guidance for the development of SAIC-GM and other similar automotive companies,which enables the integrated marketing strategy to be widely used in enterprises in a broader way and brings new sales growth points.