Research On The Tactics Of S Car Sales Promotion In Tianjin

S car is a new company established by Foton Automobile,a subsidiary of BAIC group,bought the German brand named Borgward,which came into the market in 2016.However,due to the overall economic downturn in 2018,the auto industry is no exception,with the sales volume declining year-on-year for the first time in nearly a decade.In particular,S car which is in the SUV segment market,is also inevitable,with sales volume declining year-on-year in 2018 and some dealers falling into loss.In this context,the author takes the promotion strategy of S automobile sales in Tianjin region as the research object,and analyzes the factors of S automobile sales decline in Tianjin with the marketing mix theory.On the basis of the market analysis of Tianjin by using the STP theory,analyze the retained customers since the listing in 2016,the ways for consumers to understand S automobile,and the relevant factors of car purchase decision and clarify the acceptable price range.Combined with the above analysis,define the characteristics of S automobile’s target market and customer group.Considering the products and prices is not meaningful to the regional distributors,therefore,the author starts from the sales promotion target,according to the management guru Drucker’s idea of target management.Firstly determine the sales promotion target by referring to the profit and loss point of S car dealers in Tianjin,Secondly the goal of sales promotion according to the source of sales four aspects: the store,the secondary network,retain customers and big customers decomposition,and then according to each point target from store sales promotion,the secondary network development,maintain customer development and big customer development four aspects focus on analysis and research,summarized S auto sales promotion strategy in Tianjin area.Finally,in order to ensure that the sales promotion strategy can be successfully implemented by dealers in Tianjin,the dealers of S automobile should implement the support strategy in terms of establishing new marketing organization,establishing new performance appraisal management mechanism and building new corporate culture,so as to ensure that the sales promotion strategy of S automobile can achieve the established effect.The paper is divided into six chapters.The first chapter is mainly the introduction.Based on the research background,it explains the research significance,research purpose,research content and method of this paper,the research status of domestic and foreign scholars in marketing and target management,as well as the innovation and difficulties of the research.The second chapter summarizes the relevant theories of this paper,mainly including market portfolio theory,STP theory and target management theory.This part is also the theoretical foundation of this paper.The third chapter mainly analyzes the market in Tianjin,and extracts the reasons for S car’s sales decline in Tianjin and the characteristics of target customers.The fourth chapter mainly discusses the sales promotion tactics of S car in Tianjin.The fifth chapter mainly discusses the implementation of sales promotion tactics support tactics.The sixth chapter is the conclusion and prospect of the research,which points out the direction for further research in the future.The sales promotion tactics of S automobile in Tianjin can help dealers gain core competitiveness and competitive advantages,and also provide some ideas and solutions to sales promotion and internal management improvement for dealers of other automobile brands,especially those with weak sales.