The Marketing Strategy Research Of Lincoln-Brand Premium-Large-SUV Navigator

In recent years,China’s auto industry as a pillar industry of the national economy in 2016,ranked first in all industries,while the consumption structure is gradually changing,SUV passenger car market sales have accounted for more than 1/3 market share,while low level models promote the luxury brand price will further enhance.American Ford Motor Co.(hereinafter referred to as "Ford")entered the Chinese market for many years,have been trying to introduce a new brand and models to change the current problems.It’s not just a matter of product planning rather than corporate strategy.As a result,Ford launched Lincoln brand in the Chinese market.Generally speaking,in the whole SUV market as the background,with analysis of market structure and dual brand strategy of Ford-Lincoln,determination will be made for contents of the marketing plan.Through the analysis of consumer demand,target customers definition and market positioning will finally be put forward the marketing strategy recommendations.This study is based on the classical theory of marketing and analysis tools,and uses the method of qualitative analysis.This paper is based on theory of the PEST analysis,4P marketing and STP marketing and some suggestions on the target marketing strategy will be provided.Overall,the launch of new Lincoln Navigator conditions is mature.The overall situation of the macro environment is health.The market demand for SUV is growing rapidly.In high-end premium brand SUV market,with the Lincoln brand although only in the second tier premium brand gradient,and there is a certain distance from the mainstream of ABB,but the development speed is really fast.With the new pilot launch,Ford will strengthen the product line of market weakness,so that products in this market segment to occupy a certain market share.Finally it can help rebuild the Lincoln brand new launches marketing and Lincoln brand construction work.With the help of brand building models to improve the visibility of the brand,the help of models clear brand image will happen as the same time.The new Navigator,through research results,summarized the basic characteristics of the target customers,product marketing strategy to highlight the marketing strategy of "premium" and "atmosphere".The pricing strategy is to add a low profile version to attract the attention of consumers for products,and taking into account the strategic objectives of Lincoln "re set the premium brand brand market standard".In order to meet the new market channels in the rapid development of force.