H Car Company Marketing Strategy Research

As an important part of China's manufacturing industry,automobile is one of the important pillars of China's national economic development.In recent years,the automobile industry has been gradually standardized and has entered a slow growth stage,and the marketing competition has become increasingly fierce.As the fastest growing automobile manufacturer among joint ventures,H automobile is constantly adjusting its marketing ideas in order to occupy a larger automobile market.At present,after more than 10 years of development,H automobile has successfully developed from a small enterprise to a top five domestic automobile company.Nevertheless,there is still a gap between H and other auto tycoons.Under this circumstances,this thesis studies H automobile company's marketing strategy,in order to help H automobile company's marketing development.This thesis uses the literature method,case study and data analysis method to study and analyze the marketing strategy of H automobile company.Based on the sales status of H automobile,the current situation of products,prices,promotions,channel strategies and marketing environment of H automobile company,it finds the problems existing in the marketing strategy of H automobile company,and puts forward the improvement countermeasures.In this study,the following conclusions are drawn:1.Although H automobile company has an upward trend of development in the domestic automobile industry,there is no absolute advantage.Especially in 2017,its sales fell below one million vehicles for the first time,which imposes a severe challenge for the formulation and adjustment of the company's marketing strategy.2.Through the analysis of H automobile company's marketing status and current marketing strategy,it is found that in product strategy aspect,the product type is changeless and the design of product is lack of characteristics;in price strategy aspect,some competitive products are priced too high and the price of spare parts is too high;in channel strategy aspect,distribution area is limited and online marketing is insufficient;in promotion strategy aspect,the promotion means is not abundant,lack of seasonal sales strategies and narrow circumference etc.Based on above research and analysis,this thesis puts forward corresponding improvement suggestions for H automobile company in marketing strategy.In terms of product strategy,product innovation and after-sales service can be improved,more design budget can be invested;in terms of price strategy,direct adjustment can be made by adjusting price appropriately,and indirect measures can be taken,such as shortening product cycle,adopting general mode,purchasing mechanism of spare parts and adopting outsourcing mode.In terms of channel strategy,we can divide the consumption area and broaden the online marketing channels;in terms of promotion strategy,we can improve through broadcasting product information,increasing sales benchmark,highlighting product characteristics,actively using the advertising strategies,especially seasonal promotion.Due to constraints of time and other resources,this thesis mainly focuses on the marketing of H automobile.This study simply elaborates the marketing strategy of H automobile.I hope we can continue studying and discussing the strategy of H automobile and its competitors in detail in the future.