A Study On Marketing Tactics Of GAC Acura

As China's economy continues to grow in recent years,people's disposable income increases,living standards improve and the car becomes increasingly popular.At present,China's car consumption is gradually upgraded.Car is no longer a simple tool for transportation,but has gradually evolved into a way of life.People's demand for luxury cars is also increasing.Secondly,with the production localization of luxury cars,declining price and the increasing popularity of car finance,the luxury car market is growing rapidly.As a high-end luxury brand owned by Honda,GAC Acura comes into being at this time.Although it has improved its sales volume by introducing new models and accelerating localization,it cannot achieve a significant increase.There are still many gaps compared with other mainstream luxury brands.This paper makes a case study on GAC Acura by analyzing its marketing strategy in China,exploring the shortcomings of its marketing strategy and making an analysis,so as to provide the theoretical basis for its development in China.This paper first elaborates on the marketing environment analysis theory,STP theory and IBC theory,so as to provide the corresponding theoretical basis for the analysis of GAC Acura's marketing tactics in China.Secondly,this paper analyzes the enterprise background of GAC Acura,through which basic conditions of the enterprise can be accurately grasped.In addition,this paper uses PEST to analyze external factors such as political law,economic environment,social environment,and technical environment and then uses SWOT to find out external opportunities and threats and internal strengths and weaknesses faced by GAC Acura,so as to clarify its development direction.Thirdly,based on the analysis of the marketing environment,this paper takes STP theory as the framework to analyze the marketing of GAC Acura in China from market segmentation,target market selection,market positioning and integrated brand communication.Through analysis,it can be found that there are problems such as unclear brand positioning,low brand awareness,and inadequate product line.Finally,based on this,the paper puts forward some suggestions on the marketing of GAC Acura in China.If GAC Acura wants to change the situation and improve its brand competitiveness,it must further adjust its brand positioning,optimize its integrated brand communication in product,pricing,channel and promotion.