A Study On Improvement Of Marketing Strategy Of Fengxing Auto,DFLZM

Dongfeng Fengxing,the passenger car brand of Dongfeng Liuzhou Automobile co.,LTD.,was established 18 years ago.It has have a go od achievement in the passenger car market due to the good sales of Joyyear and Lingzhi,which are two products under Dongfeng Fengxing brand.As the dramatic change of automotive industry environment,Dongfeng fengxing no longer has a competitive advantag e,and its sales volume and market share decline,the brand is now facing upward development bottleneck.How to break through the difficulties,realize the product transformation and upgrading,and then drive the brand and its product return to " the track",is an important task of Dongfeng Liuzhou Automobile co.,LTD.Revolving to the mainline of "discovering problem-analysing problem-solving problem",based on the existing marketing strategy and problems of Dongfeng Fengxing,and by using research methods such as desk study,field survey and data analysis,this paper analysis the problems of Dongfeng Fengxing under the new economic normal of China,and repositioning the brand by doing STP analysis.On the basis of the above research,this paper puts forward some suggestions from the perspective of 4P marketing mix,such as implementing dislocation competition,creating star products,accelerating product iteration,reasonably optimizing pricing,improving county network's efficiency,improving channel profitability,and accurately placing drainage and so on,and puts forward an implementation plan.The research results of this paper are of practical significance to the marketing work of Dongfeng Fengxing,which is conducive to the product and brand upg rading and sales volume increasing of Dongfeng Fengxing,also to the brand regaining its competitive advantage and upgrading its marketing system.At the same time,it is also expected to be of reference significance to other enterprises in the auto industry.