Research On Geely's Domestic Marketing Strategy

In recent years,China's automobile industry has developed rapidly.In 2018,China's automobile production and sales reached 27.8092 million vehicles and 28.0806 million vehicles respectively,ranking first in the world for 10 consecutive years.However,China's automobile industry started relatively late,and its independent R&D and production capacity are still far behind those of the developed countries in the world.Foreign capital still dominates the automobile market in China.Although Geely,BYD,Great Wall,Chery,Chang'an and other domestic independent brand enterprises have mastered some of the core technologies and patents of automobile production through independent research and development and innovation,there are still gaps with world famous brands in quality,technology,brand image and marketing ability,but the gap is gradually narrowing.Geely,in particular,has improved rapidly over the years in R&D,innovation,car manufacturing technology and marketing capabilities.After Geely's acquisition of Volvo cars,some of Volvo's technology and talents have merged into Geely,and its car-making quality and technology have made a qualitative leap.The developing Geely Group has been making international mergers and acquisitions and has developed into a large transnational automobile group.Geely Automobile is an outstanding representative of domestic independent brand.Studying Geely Automobile's domestic marketing strategy can summarize Geely's past successful marketing experience and lessons of failure,provide better strategies for Geely Automobile's future marketing,and provide reference for other independent brand automobile enterprises.This paper analyses the macro environment of China's automobile market and its influence on automobile marketing through PEST model.The passenger car market is subdivided by STP marketing strategy theory,the target market selection and market positioning of Geely are analyzed,and its rationality is analyzed according to the current situation of passenger car sales and Market Research results.Five-force model is used to analyze the market competition environment of Geely Automobile and its influence on the marketing of Geely Automobile.Based on the "4P" marketing mix theory and the automobile market macro-environment,passenger car sales status,Market Research results,Geely automobile market competition environment,this paper analyzed the marketing status of Geely automobile,and put forward the problems of Geely automobile in product,price,channel and promotion.In view of the existing problems,this paper puts forward some suggestions to improve Geely's "4P" marketing strategy: in terms of product strategy,to carry out technical exchanges and use new technologies and materials;to create more high-end cars;to strengthen the development of high-end models;to be a pioneer in the new four modernizations of automobiles;to meet the personalized needs of consumers;to strengthen personnel training and standardize service processes;to establish a distinctive brand image and strengthen brands.Promotion;timely adjustment of product structure according to market changes.In terms of price strategy,we should adopt flexible price strategy and discount pricing strategy in time.In terms of channel strategy,we should strengthen the construction of 4S stores and secondary distributors,integrate 3D and VR technologies into the construction of innovative online stores,and actively participate in and organize auto exhibitions.In terms of promotion strategies,we should rationally choose advertising methods and use big data cloud computing technology to improve the efficiency of advertising delivery;engage in more promotional activities and enhance entertainment;build a high-quality sales team;enhance support for social welfare undertakings;and adopt different promotion strategies for different types of consumers.Finally,it puts forward some measures to improve Geely's marketing strategy: providing special financial support;establishing a perfect mechanism for selecting and training marketing talents;strengthening the execution and establishing a supervision and coordination group;and establishing a customer-centered marketing concept.