Optimization Of Wuling Automobile’s Marketing Strategy In Indonesia

With the rapid development of China’s economic,and the comprehensive national strength enhanced markedly,China’s auto industry has experienced high-speed growth stage now,and China’s automobile industry growing,let China become the world’s largest auto market,to a certain extent are also prompted the automotive world powers are in the Chinese market,grab the car market share in China.However,in recent years,the growth rate of China’s total retail sales of social consumer goods has been slowing down,hitting a 17-year low since May 2020,while the automobile market,as the pillar of China’s social consumer goods,has maintained a negative growth since the second half of 2018,and the sales volume in 2019 has not improved.At the same time,due to the indirect influence of Sino-US trade in recent years,as well as the pace of implementation of macro policies,the implementation of the Sixth National Standard,independent brands have suffered an unprecedented competition crisis.Most of the independent brands are either annexed or squeezed out of the market,which will undoubtedly lead to more fierce competition in the automobile market.Based on this background,the independent brand car enterprises to go overseas,overseas market development has been imminent.Therefore,with the development of the general trend,Wuling Automobile has become one of the independent automobile brands of China going abroad.However,the overseas market is not plain sailing.Under the adjustment and change of foreign policy and different consumption concept,the competition of automobile market in Indonesia is very fierce.How to get advantages in marketing,attract more and more customers,and seize the market belonging to Wuling is also the main subject that Wuling faces in the Indonesian market in the future.In this paper,through the Wuling automobile company as a marketing case to the international marketing theory,STP marketing theory as theoretical basis of research,with 4 p marketing theory as the analysis of the main line,analyses the Wuling automobile market marketing strategy,in Indonesia found Wuling problems existing in the market in Indonesia,and then puts forward the corresponding marketing optimization Suggestions.The research ideas are as follows: The first part mainly introduces the research background,purpose,significance of this paper,and the research status at home and abroad.as well as the research methods and content.The most important part is to clarify the value of this paper and pave the way for the following research.The second part mainly introduces the marketing theory used in this paper,following the analysis of international marketing strategy,and using STP and 4P marketing theory as the support,explaining the theoretical source of the research process of this paper.The third part focuses on the analysis of the current situation of Wuling Automobile and the situation in the Indonesian auto market,that is,the current development stage of the enterprise and the review of its entry into the Indonesian auto market,mainly to prepare for the study of the situation of Wuling Automobile in the Indonesian market.The fourth part mainly analyzes the marketing environment of Wuling Automobile in the Indonesian market.from the political environment,economic environment,social environment three aspects detailed interpretation of the external macro environment of Wuling automobile market in Indonesia,at the same time,also from Wuling automobile industry competitors in Indonesia,Indonesia car consumers and sales channels on survey data,and the use of enterprise data for analysis.Questionnaire survey was conducted on consumers to fully understand the situation of consumers and find out the existing problems in the marketing of Wuling automobile in the Indonesian market.The fifth part is based on the marketing analysis of the above part,aiming at the current marketing strategy of Wuling Automobile in the Indonesian market and the existing problems were analyzed in detail.This part starts with the problems existing in the target market marketing strategy,and clarifies the problems of market segmentation,target market and market positioning in marketing.At the same time,4P analysis logic is used to analyze the current situation and existing problems of product strategy,price strategy,channel strategy and publicity strategy of Wuling Automobile in the Indonesian market.In addition,as the most important part of international marketing,this part also includes the current situation of after-sales service strategy and existing problems of Wuling in the Indonesian market.The sixth part is the core part of the full text,according to the problems existing in the last part of the key analysis of the results,put forward the marketing optimization strategy.Firstly,the marketing optimization strategy is analyzed from the segmentation market,target market and market positioning of the target market marketing strategy.At the same time,optimization suggestions are given for product strategy,price strategy,channel strategy,publicity strategy and after-sales service.On the whole,this paper analyzes the marketing status quo of Wuling Automobile,an independent automobile company,in the Indonesian market,and then analyzes the marketing problems and existing conditions encountered in its overseas expansion to find out the main existing problems and put forward corresponding marketing optimization countermeasures and suggestions.This paper will contribute to the development of Wuling Automobile in the Indonesian market,increase its sales volume and increase its international competitiveness.Meanwhile,it is hoped that it can provide some reference for other Chinese independent automobile brands that export overseas.