| With the successful achievement of the goals of the 13 th Five-Year Plan,China has made a series of brilliant achievements,but also ushered in the anticipated 14 th Five-Year Plan.In the past five years,China has not only been Major breakthroughs have been made in terms of strength and overall national strength,but also gratifying results in the automotive industry.In 2020,China has achieved the world’s largest automobile production and sales country for 12 consecutive years.China has an annual demand of about 25 million cars,but China has a production capacity of 40 million cars.The situation of overcapacity is very serious.In order to digest the excess capacity,the overseas auto market is a very good choice for all the automakers.Although the production capacity of Hongqi can barely meet the needs of the domestic automobile market,while Hongqi is based in the China,but also focuses its attention on overseas markets,locking the overseas strategic market on high consumption power,and concern less about price and like high-horsepower gasoline cars in the Middle East region.Saudi Arabia in this region is currently China’s largest market for auto exports.In 2020,China has exported nearly 100,000 vehicles to Saudi Arabia.It is a strategic market for all the Chinese automakers.With the lifting of the Saudi female driving ban and the international crude oil prices are rising day by day,the demand for cars in the Middle East,a once-million-level car consumption area,is also recovering and increasing year by year.Chinese car brands are becoming more and more widely used by the locals and accepted by car consumers.As a latecomer to the automotive market in the Middle East,Hongqi is still in its infancy.In the process of exploration and development,Hongqi will inevitably face many problems and challenges like other auto companies.This article first introduces the research background and research significance.The research method,combined with the theoretical basis of international marketing,reviewed the development history of the Hongqi in past 60 years,introduced the current status of FAW’s overseas business development,and conducted a detailed 4P analysis of the marketing status of Hongqi in the Middle East to extract and summarize the major marketing problems currently faced by Hongqi in the Middle East region from six aspects,especially the channel problems,brand problems and positioning problems faced in the early stage of market development,combined with the country’s analysis of general situation,political background,economic environment,social science environment,etc.,comprehensive analysis of consumers,suppliers,and competing companies,through Porter’s five forces model and SWOT analysis method,restore Hongqi’s marketing environment in the Middle East.Based on the results obtained from the above analysis,using STP marketing strategy to find the market segmentation of Hongqi from multiple dimensions,accurately target the customers in the Middle East,and clarify the market positioning of Hongqi from the three aspects of brand,price and culture.And then through the 4P marketing theory,further refine the marketing mix strategy,and put forward corresponding safeguard measures from the aspects of R&D technology guarantee,capital guarantee,after-sales service guarantee,risk control,etc.,which is the marketing mix strategy described in the article to smooth implementation of the vehicle provides comprehensive guarantees to achieve the purpose of increasing vehicle sales and market share.At the same time,the marketing concept of this article can be used as a reference for other Chinese auto companies in the Middle East. |
