| With the upgrading of consumption in the auto industry and the gradual liberalisation of foreign shares in the future,the future development of China’s independent auto companies will face serious challenges Red Flag was founded on 12 May 1958 and is a pioneer of Chinese automobiles.In 2012,Red Flag launched the H and L brands to help it capture more of the market,but actual sales were not as good as expected until 2017,when the brand sold less than 10,000 units a year.Each year has been a continuous march towards a newer goal.The results of the study show that:(1)Red Flag HS5 products are highly competitive,but the small number of Red Flag sales channels,narrow radiation range,uncompact promotional activities and poor service experience cannot sustainably boost sales;(2)the support of national policies brings continuous momentum to the development of the autonomous vehicle business,but future factors such as new energy development,newer iterations of smart network functions,policy changes and changes in the social environment also bring However,future factors such as new energy development,smart network function updates,policy changes and social environment changes also bring uncertainties and challenges to its development.This study takes the HS5,the latest product of the Hongqi brand,as the key object of research,and uses literature,market data and interviews with inhouse personnel to find out the problems and reasons for the HS5 in terms of product price and promotion,the macro environment and micro environment in the coming period for the sales of the HS5.This article will look at how to differentiate the HS5 from the rest of the market and how to achieve competitive advantage in the B-class luxury SUV segment.Therefore,this paper makes marketing suggestions for the HS5 model in terms of focusing on the market segment,creating core selling points for the product,broadening online and offline sales channels,improving the after-sales service system,conducting continuous event marketing,strengthening the cooperation with large automotive media and e-commerce,and guaranteeing the implementation of marketing strategies. |
