Research On Marketing Strategy Of BYD’s Song Series In Liaoning Market

Scientific and targeted marketing strategy is a powerful weapon for BYD to survive in the fierce competition in the Liaoning automotive market.BYD’s Song series was once a hit,but now because of ambiguous market positioning,it was faced with the problems of continuous loss of market share in the Liaoning market and marginalization both inside and outside the company.This study discussed the marketing work of BYD’s Song series cars in Liaoning market on the subject of "Research on the marketing strategy of BYD’s Song series in Liaoning market".This article uses theories related with marketing to discuss the marketing strategy of BYD’s Song seires in Liaoning market.Based on the model of PEST,SWOT,STP,Michael Porter Five Forces Model and the Four Ps of Marketing,it is pointed out that there are serious problems of BYD’s Song series in Liaoning market,such as fuzziness of target market,ambiguities of market positioning,low configuration of entry-level product,shortage of product lines,mismatch between wall-mounted pricing and customer demand,deficient difference between the guide price and the transaction price,overlook of Internet channels,unfavorable sinking of third and fourth channels,monotony of communication route,and overvaluation of communication form against content.This study analyzed the marketing environment of BYD Song Series cars in Liaoning market,then generalized its strengths,weaknesses,opportunities and threats.Through three variates of region,product usage and luxury degree,this article defined "city-domestic market" and "country-domestic and commercial market",then pointed out that the BYD Song Series should occupy the market by taking advantage of its competitiveness of clear-energy-battery and other technologies.To boost sales and enhance brand,BYD Song Series should enrich product lines,produce new models,lower the price of fuel-vehicles,raise the guide price of new models,customize differentiated marketing strategy in different-scale cities,sink to rural areas,third-tier cities and forth-tier cities,maximize Internet channels and stage various promotions in physical stores.Finally,in order to ensure the implementation of the marketing strategy of BYD’s Song Series in Liaoning market,this study put forward corresponding implementation guarantee measures from the aspects of marketing organization and dealer management.This research has certain reference significance for many independent-brand auto companies to carry out regional marketing work.