| China is the world’s largest automobile consumer market and major automobile manufacturing country.At present,the competition in the domestic automobile market is becoming increasingly fierce.The fierce market competition increases the product marketing pressure of enterprises.With the help of literature analysis,case analysis and comparative analysis,this paper takes Changan Ford SUV as a case to explore the marketing strategy.By analyzing the future development trend of SUV,combined with the basic marketing situation of Changan Ford SUV products,this paper explores the marketing strategy consistent with the demand of China’s automobile market,so as to ensure the completion and Realization of the development goal of Changan Ford SUV products.The research conclusion of this paper has a certain practical significance for the future development of Changan Ford SUV products,and also has a certain reference value for other participants in China’s automobile field.This paper is divided into six chapters.Through the discussion on the marketing of Chang’an Ford SUV products,the following conclusions are drawn: first,the current macro environment is conducive to the marketing of Changan Ford SUV products;In the process of Changan Ford SUV product marketing,we must make up for our own disadvantages and reasonably avoid or deal with external threats on the basis of making full use of advantages and opportunities.Secondly,the problems in the marketing of Changan Ford SUV products mainly include: the types of automobile products are not fully designed around customer needs,the price design of automobile products does not systematically consider customers’ willingness to pay,the construction of diversified channels is ignored,which affects customers’ purchase convenience,and the poor communication of promotion information affects the construction of harmonious enterprise customer relationship.Thirdly,combined with the analysis of the internal and external development environment and marketing problems of Changan Ford,this paper puts forward the target market positioning of Changan Ford,that is,to produce individual or family passenger cars that meet the aesthetic needs of the public,have moderate prices,appropriately extend the low price range and have a variety of models.In the above target market positioning,combined with the current market demand,we should focus on large space SUV models,so as to expand the sales volume and improve the sales volume in the target market as much as possible.In order to solve the problems existing in the implementation of Changan Ford automobile marketing strategy,this paper puts forward optimization suggestions based on 4C theory,mainly including: product optimization design based on customer demand,cost price optimization based on customer willingness to pay,strengthening channel construction,improving customer consumption convenience,strengthening diversified customer communication and improving promotion effect.Finally,the effect of Changan Ford’s marketing SUV product strategy optimization is preliminarily analyzed and predicted. |
