Research On The Marketing Strategy Of Geely Automobile In Kunming

With the continuous development of China’s economy,China’s automobile industry has also developed rapidly,making China occupy a leading position in the global automobile consumption and production.In China’s automobile market sales,domestic brand automobiles have a heavy share in the passenger car market,and their market share is considerable.Geely Automobile is a typical representative of state-owned self-brand automobiles.It not only grasps the core technology of automobile engine,transmission and other parts,but also has complete independent intellectual property rights.It has acquired DSI transmission and Volvo Car Company successively.Geely’s appearance has changed the passive situation of "market for technology" in China’s automobile industry.With the support and protection of national policies,self-owned brand cars,including Geely,have developed rapidly in recent years.However,compared with international automobile giants,they still face enormous challenges in brand image,technology level and marketing strategy.Even though they have a large number of sales,they are only better than price advantages,but their sales revenue ranking and comprehensive ranking are unsatisfactory.In order to truly stabilize the domestic market and remain invincible in the fierce competition,it is urgent to make positive and effective coping strategies.Based on extensive reading of literature and in-depth study of STP marketing strategy,4P marketing strategy and other theories,this paper understands the frontier of discipline development and the development trend of self-brand automobile,integrates relevant theories,combines the marketing status of Geely Automobile in Kunming,carries out SWOT analysis on the marketing status of Geely Automobile in Kunming,and points out the development strategy of Geely Automobile in Kunming.By means of in-depth interviews and questionnaires,this paper digs into the prominent problems existing in the marketing strategy and 4P marketing strategy of Geely Automobile in Kunming’s current STP target market,combs the five aspects of STP target market,product,price,channel and promotion,clarifies the target market,explores the marketing strategy suitable for the enterprise itself,constructs a more perfect marketing system,and expands the scope of the marketing strategy.The competitiveness of enterprises helps Geely to develop better,faster and more steadily in Kunming market.