Research On Marketing Strategy Of Faw Car BESTUNE X40 Cars

With the rapid development of China economy,Chinese automobile market is booming as well.The competition in China automobile industry is fierce.As the main enterprise of FAW Group to develop self-owned brand passenger vehicles,FAW vehicles are facing the challenging automobile market environment.Currently,the BESTUNE Brand of FAW sedan,has B90,B70,B50,B30 and SUV X80 and other models in recent years development and expansion.BESTUNE series sales in 2014 with the help of SUV model-Pentium X80 excellent performance in the market and car model-Pentium B50 stable play,reached the peak of 180,000 vehicles,but since 2015 sales have been substantially reduced.Slip,sales of main-selling models X80,B50 straight down.The reasons are as follows: at first,the productivity of car models is declining,and the speed of product upgrading is slowly;The Second,under the opportunity of explosive growth of A0-SUV market,there is no product put into this segment market yet,which leads to the loss of sales;thirdly,after the brand-new replacement of B70 and B50 models in 2015-2016,although the competitiveness has been greatly improved,the price has risen and the A-class vehicle market.The performance-price ratio of Sino-foreign joint venture vehicles has been improved,which makes the sales situation still worse than before.BESTUNE brand needs a brand-new model,after listing into the 10,000 sales club,in order to boost brand competitiveness.Based on the analysis of the current marketing situation of BESTUNE Brand of FAW car,this paper identifies the major problems facing the current marketing of BESTUNE brand.Through careful analysis,the main problems faced at present are identified as weak brand competitiveness,inadequate product strength,inadequate number and coverage of channels,etc.By combining the product characteristics of BESTUNE X40,the overall market situation of A0 SUV,the demand of clients,and the performance of the competitors.The market of A0 SUV is subdivided by STP marketing theory,and the target customers and market position of BESTUNE X40 products are precisely searched.At the same time,using 4P theory,to seek marketing breakthroughs from four aspects of products,prices,channels and promotions,put forward marketing plans,and put forward implementation guarantees from the aspects of product quality,channel management,customer relationship management,enterprise culture construction and staff construction..This article has certain reference significance for BESTUNE brand marketing work.