Research Of Marketing Strategy Of JH Auto Company

In the past 10 years,China's automobile industry has experienced a spurt development.At the same time,the crisis and dilemma faced by self-owned brands cannot be ignored.With China's rapid growth for the world's largest and the most promising car market,huge commercial appeal lead to excessive capital into,fierce competition situation is more serious than any other field.Based on this background,it is more effective and significant than ever before to study the marketing of all production and operation activities.However,the self-owned brands generally started late and had poor foundation.In the early operation,most of them had too narrow understanding of marketing.At this critical juncture,in order to further develop,how to adopt the scientific marketing strategy becomes the core proposition that all self-owned brands need to pay attention to.This thesis takes the core series RF of JH automobile company as an example.For the market performance of RF in the last two years,this thesis summarizes its lax quality control,blind product portfolio,deficiencies in distribution model,monotonous propaganda,low ability of crisis management and severe downturn in the brand force.On this basis,this thesis uses SWOT analysis and STP strategy theory to analyze and study the internal and external marketing environment and capability of RF passenger vehicle.The use of SWOT analysis can help the RF to understand their own strengths,weaknesses,opportunities and threats.Through SWOT matrix,these internal and external conditions can be combined to form multiple sub-strategies to better avoid harm and achieve maximum development.STP strategy is a good demonstration of the market segmentation,target market selection and market positioning of RF,which largely explains the crux of the RF product problem.Finally,based on the above analysis,this thesis puts forward the marketing strategy of RF passenger vehicle based on 4P marketing theory,and offers optimization scheme from four perspectives of product,pricing,distribution and publicity.Considering the RF brand features,this thesis also aims at perfecting marketing team,absorbing technology talents,establishing the enterprise vision,strengthen the ability of crisis management and provides the strategy safeguards.Believe that RF,as one of the first self-owned brands which enter the market of passenger vehicle in China,can realize the short board of marketing strategy and improve it.With the rich experience in passenger vehicle manufacturing and strong enterprise strength,it will open the new situation of brand development and make new breakthrough.