Research On Brand Marketing Strategy Of Faw Hongqi

With the upgrading of automobile consumption in the Chinese market and the increasing proportion of Sino-foreign joint ventures in automobile companies,the future development of purely domestic automobiles will face greater uncertainty.The brand that has always been known as the "eldest son" of Chinese automobiles and the pioneer of the domestic automobile industry,how did China FAW change its positioning from a national car and a courtesy car to a civilian car by creating a national product called Hongqi,while achieving the target sales volume,has become an urgent issue.Since 2017,the Hongqi brand has only started to carry out "marketing" of public awareness.In recent years,there has been a lack of research on marketing strategies related to FAW Hongqi.This article will explore the Hongqi brand from the perspective of marketing,which will help FAW Hongqi implement appropriate marketing strategies.Brand,market,and user marketing methods,make plans for the future development of Hongqi,and help it achieve its established goals.The research object of this paper selects FAW Hongqi brand.First,by classifying and summarizing domestic and foreign literature,processing industry data,conducting in-depth interviews with relevant front-line staff and managers,and analyzing the hotselling high-end brands in the same industry（Hongqi brand competing products）It analyzes the impact of the macro environment and micro environment on the sales volume of FAW Hongqi,as well as the problems and causes of the current Hongqi brand related industry chain,such as channels,promotions,products,prices,services,etc.Relying on the existing market conditions,the STP strategy analysis of Hongqi brand is carried out to make Hongqi’s target segmentation and market positioning more targeted.Secondly,analyze the macro environment,industry environment and internal environment of the Hongqi brand,as well as the sales situation of Chinese cars in recent years,and compare with European,American and Japanese car brands,in order to seek to promote and enhance the brand layout and marketing ideas to improve the core looking for the loopholes and deficiencies in the brand strategy management of Hongqi Automobile,it has achieved breakthroughs for Hongqi brand in channels,user experience,promotion,service improvement and other business related to brand marketing.Finally,based on brand positioning theory,brand extension theory and STP theory,it analyzes the problems existing in FAW Hongqi brand marketing,finds out the company’s own defects,and proposes marketing strategies to solve these problems.Refinement to the FAW Hongqi brand research,brand building should differentiate the Hongqi brand from other competing car brands,and further develop in terms of brand positioning,marketing channels and services.This paper focuses on local auto brands,and the data are all derived from domestic data.The data mining of the international auto market is not sufficient,and the conclusion has certain limitations.Auto companies are facing the new trend of new energy transformation,and Internet companies have become a trend to build cars across the line,which has a certain impact on the Hongqi brand.The future research will be based on the global market,comprehensively compare various data,and provide professional suggestions for improving the brand value of Hongqi Automobile.