长城汽车哈弗H6营销策略研究
近几年,随着我国经济水平的快速发展,居民生活质量不断提高,汽车行业市场发展迅速。尤其随着人们经济收入的增长、消费观念的变化使得以运动型、多功能著称的SUV车型被广大消费者所接受和认可,因此各品牌汽车厂商纷纷争相推出SUV车型,比如广汽传祺、别克昂科威、大众途观等等。为了能够让更多消费者享受到SUV车型所带来的便利,国产经济型SUV应运而生。如何通过制定一套合适的营销战略在国产经济型SUV市场中,获得目标客户群,强化客户忠诚度,让自己的产品受到更多客户的青睐是值得相关汽车企业思考的问题。哈弗H6可以说是国产经济型SUV品牌的一个代表,于2011年8月份正式上市,其在销量上一直处于经济型SUV市场的领先地位。然而,我国经济型SUV市场的竞争愈发激烈,新车型不断增多,哈弗H6不仅要面对途观、昂科威、CR-V中高档汽车品牌的奋起直追,与此同时也不能忽视新加入长安CS75、传祺GS4、北汽幻速S3等汽车厂商的挑战。因此,合适而精确的营销策略对哈弗H6在竞争激烈的经济型SUV市场取得优势起到非常重要的作用。
本文将营销经典理论作为研究基础,以哈弗H6的营销策略作为对象,运用定性分析与定量分析相结合的方法,来研究哈弗H6的营销环境、PEST分析、STP营销战略和4P营销策略。总结了哈弗H6的实际营销内容,并且提出有利于哈弗H6营销活动开展的建议。本文的研究为未来国产经济型SUV市场的发展提供参考和建议,同时,通过对哈弗H6营销策略的深入研究,有助于为长城哈弗品牌吸引更多的消费者,增强客户品牌忠诚度,深化品牌形象,巩固哈弗品牌在国内经济型SUV市场领导地位。
关键词: 哈弗H6 营销环境分析 STP营销战略 4P营销策略 建议
Study on Marketing Strategy of Great Wall Haval H6
ABSTRACT
In recent years, with China's sustained economic development, people's living standards improved, the automotive industry market is developing rapidly. Especially as people's income growth, changes in consumer attitudes to sports, multi-purpose known SUV models being accepted and recognized by consumers, so the brand of automobile manufacturers have scrambled to launch SUV models, such as , Trumpchi, Envision, VW Tiguan, and so on. In order to allow more consumers to enjoy the SUV model the convenience brought by domestic economical SUV came into being. How to develop an appropriate set of marketing strategies in the domestic economy SUV market, access to customers, strengthen customer loyalty, and make their products more customers of all ages is the issue that is worthy of automotive related businesses.
Haval H6 can be said to be domestic economical SUV brand representatives, 2011 year 8 month listing, in sales has been in the economic- SUV market leading position. However, China's economy SUV market more competitive, increasing new models, haval H6 confronted with not only the Tiguan, and Envision, and CR-V high-grade vehicle brand to catch up and at the same time not ignore new CHANA CS75, Trumpchi GS4, beiqi magic speed S3 Auto makers challenge. Therefore, appropriate and precise marketing strategies on the haval H6 in a competitive economy- SUV market to gain competitive advantage plays a very important role.
Marketing theory in this paper as a basis for study, to Haval H6 marketing strategy as an object, using qualitative and quantitative methods to study the hover H6 marketing environment , PEST analysis , STP marketing strategy and 4P marketing strategy. Summarizes the Haval H6 marketing content and favour haval H6 recommendations of the marketing campaign. This research for future domestic economy SUV market development of reference and recommendations, at the same time, through the Haval H6 in-depth study of marketing strategies, to Harvard for the Great Wall brand more attractive to consumers, enhance customer loyalty, deepening brand image, consolidating the Harvard brand in the domestic economy SUV market leadership.
Key words : Haval H6 Marketing environment STP marketing strategy Marketing strategy Recommendation