Research On Marketing Strategy Of Chery Automobile Company

China’s automobile industry in the past twenty years has experienced explosive growth,China’s auto market of the production volume in the world for a long time the location of the single market first,since 2017,growth has slowed,2018-2019 for two consecutive years of negative growth,at the same time accompanied by the auto industry "new four modernizations"(electric,intelligent,networked,sharing)the emergence of the trend,joint venture shares of open,the decline of subsidy policy,and the change of the economic,social,cultural and other factors,China’s auto industry will face a new strategic transformation window period.Based on the relevant theories of enterprise marketing strategy management,this paper tries to illustrate that China’s automobile manufacturers have ushered in the window period of strategic transformation by analyzing the general background of the current automobile industry and the internal and external environmental conditions of independent automobile manufacturers.Taking Chery Automobile company as an example,it illustrates the urgency of marketing strategy adjustment of Chery Automobile Company by analyzing the current macro background,market competition environment within the industry and internal conditions of the enterprise.By using the theory of Porter five model and SWOT comprehensive analysis tools for chery external environment and internal environment for the all-round,multi-angle analysis and research,the development direction of the next step for chery automobile company has carried on the strategic orientation,and from the brand,product,digital marketing,network promotion four aspects put forward the new marketing strategy;Finally,in order to ensure the achievement of the strategic objectives of Chery Automobile company,the guarantee conditions and countermeasures for the implementation of the strategy are formulated.At the same time,the study of this paper can also provide other independent automobile brands with marketing strategy formulation and adjustment methods and ideas,which has practical significance.