Research On Marketing Strategy For Faw Hongqi Self-built E-commerce

Since 2018,the overall sales volume of the domestic auto industry has shown a downward trend.In 2019,most OEMs also have their own downward trends to varying degrees,and the domestic auto market is increasingly saturated;the automobile industry has also been greatly affected.With the rapid development of many aspects such as economy,society,science and technology,especially the acceleration of globalization and the integration of the world economy,the establishment of a global information network and the development of the world economy.Consumer demands have become more and more complex,and the environment in which companies live has become more open and volatile.This change has had a profound impact on almost all companies.At the same time,with the development of science and technology,the ways,channels,and contents of user catalysts have undergone tremendous changes,and the contact information has become more and more complicated.The time of users has become more and more fragmented.The traditional marketing methods are towards The model changed and gradually spread to various industries.In the current Internet era,people can solve all problems without leaving their homes.FAW Hongqi seizes the opportunity and launches the Hongqi Zhilian,which facilitates users and wins users' favor.In the context of this market economic environment,the FAW Group underwent a thorough reform in 2019,making the FAW Hongqi automobile industry more and more in line with the aesthetics and aesthetics of current youth Liking.Hongqi is committed to achieving greater success in the rapidly changingautomotive market.In May 2019,the first FAW Hongqi self-built e-commerce platform,the Hongqi Zhilian APP,was launched.It is an experiential e-commerce platform that can seize the user's time in the more mature and saturated market,and retain users through various member operation methods.To attract users,and further promote the fission of existing users,has become the major online marketing of major car brands The inevitable trend.It can be seen that the rich product layout,younger user groups,and innovative marketing techniques are the inevitable development of FAW Hongqi's marketing strategy.Change the traditional propaganda methods and marketing models,build an e-commerce platform,and access the new model of "Internet +" to carry out classified marketing for users.The background of this article is based on this,giving a deep theoretical analysis of the marketing model of FAW Hongqi's current e-commerce platform,Hongqi Zhilian.Therefore,based on the actual situation of Hongqi Zhilian APP,the self-built e-commerce company of Hongqi,the paper analyze the current status and problems of Hongqi Zhilian APP during the development of e-commerce model and actual marketing,including: the decentralization of e-commerce marketing customers And uncertainty,lack of e-commerce marketing talent resources,lack of profound understanding of the connotation of e-commerce marketing.Therefore,according to the SWOT analysis method,the advantages and disadvantages of FAW Hongqi enterprises in e-commerce,the opportunities and threats of the internal and external environments of the enterprises are accurately analyzed and sorted,Then according to 4P classic marketing theory,from the segmentation of the e-commerce market of the automotive industry,the target market and market positioning of FAW Hongqi self-built e-commerce,the marketing strategy formulation of Hongqi self-built e-commerce,and the development of Hongqi self-built e-commerce The implementation and guarantee of the sales strategy of the retailer shall be used to construct and design the marketing strategy of the FAW Hongqi self-builte-commerce project.The conclusion that can be drawn is that the development of automobile e-commerce in the new media era requires more targeted users' needs and perceptions,more accurate service to users,and the greater profits of the automobile industry while meeting user needs.Actively explore and develop new forms of e-commerce to bring new vitality to the traditional automotive industry.