Research On Marketing Strategy Of BESTUNE Auto Of FAW Car Co.,Ltd.

Currently,automobile market is becoming saturated generally,in order to realize the sustainable growth of sales volume and satisfy more expectations and demands of users for automobile products,all self-owned domestic brands constantly keep pace with the times,blaze new trails in a pioneering spirit,dig deeper to find the potential psychological demand of users,gradually introduce the thought of internet,draw a portrait of potential customers by using big data and market survey,as well as research on how to go beyond the expectation of customers,satisfy the deeper psychological demands of customers,trigger the nerve of consumers by price,expand marketing channel,seize the attention of potential customers,formulate the optimum marketing strategy and finally retain customers.In recent years,due to insufficient understanding onpotential demand of customers and the development direction of users' psychological demand as well as the discontinuous brand operating strategy of BESTUNE,the sales volume of BESTUNE continues to fall and even suffers from marginalization in the market.Through collecting and analyzing periodical literatures on the passenger car market,this paper confirms the research method and contents of product design and marketing strategy,analyzes the macro market environment by SWOT analytical method and the micro market environment by Michael Porter's Five Forces Model,studies on current situations of BESTUNE under current automobile market,summarizes existing marketing problems and brings up a systematic optimization and solution,that is to add typical regional market survey system in the product design process,expand the product line,subdivide current market,fully realize market differentiation,attract the attention of users,gradually optimize the performance and quality during the iterative process of products,improve the public praise and finally seize advantages in market competition.As automobile market gradually becomes mature,the customer orientation becomes more and more significant,since the customers in broadly defined market have deeper and deeper understanding on automobile products;an open and open-sourcing marketing mode with all links connecting to market is also gradually developed for automobile products from the original closed design and production environment.Therefore,it is required to optimize marketing program,enrich marketing strategy,dig the highlights of products,improving manufacturing capabilitand set up a good brand reputation and a perfect research,production and sales system,so as to seize the attention of consumers again and realize the target to increase the market share.