Research On Marketing Strategy Of Customized Passenger Cars Of SAIC MAXUS

SAIC MAXUS has been placing on the market in a customized form since it was put into the passenger car project.It is the first car company in China to carry out the customization of the passenger car complete product system.After its listing,it has received extensive attention from the industry.However,With the changes of the external environment in the automotive industry in recent years,the competitiveness of the customized marketing model has declined.How to improve the competitiveness of customised marketing model,help SAIC MAXUS passenger car to grow better,extend its life cycle,maximize its sales and profits,has become an important topic in front of SAIC MAXUS.This paper makes a comprehensive use of the methods of literature research and so on.On the basis of collecting and combing a large amount of data,first of all,it expounds and analyzes the basic situation of SAIC MAXUS Company and current marketing.Then PEST model and Porter five-force model are used to analyze its current macro and micro market environment,and then SWOT model is used to summarize its advantages,disadvantages,opportunities and threats for future development.The 4P model of combined marketing strategy is used to summarize and analyze the current problems of the customized passenger car in SAIC MAXUS.It is pointed out that there are insufficient breadth and depth of product customization,product homogenization,product cost leading to high pricing,small profit room for dealer terminals,weak marketing channel capacity of distributors,lack of role of main machine factory marketing channel,and low recognition of brand and customization concepts.Promotion strategies lack diversity and so on.Based on the overall strategic objectives of SAIC MAXUS and the problems mentioned above,we propose solutions from four aspects: product,price,channel,and promotion.The product line rich and iterative strategy,product competitiveness building,flexible adjustment of prices,increasing dealers' multiple profit opportunities,improving the overall level of dealer channels,giving full play to the marketing channel of the main machine factory,combiningtraditional media with network media promotion strategy,online and offline combined strategy And other marketing strategy improvement suggestions.Finally,we put forward safeguards to strengthen organizational restructuring,customise technical support,improve training management mechanism,and strengthen customer satisfaction system to ensure that all improvement strategies can be effectively implemented.For SAIC MAXUS customised passenger car in the Chinese market strategy can be targeted,promote sales to provide reference.