Research report on automobile marketing strategy innovation in the first half of 2007? Jetta and Santana led the market after the price reduction, which shows that the double-excellent models with strong brands and excellent prices have become the mainstream models in China's automobile marketing in the first half of the year. Similarly, it is also the main mode of the successful rise of automobile brands? Simple superior products and low-cost double-excellent model can achieve short-term breakthrough, but can't form long-term competitive advantage? Simple product advantages, or simple price advantages, have been unable to bring rapid market breakthroughs. Even BMW brands have to do this. 2. Trend and innovation mode of automobile brand building:? At present, the theories and models of the third-generation marketing and brand building imported from overseas are seriously lagging behind the reality of the brutal competition in China's automobile industry, which can't drive the rise of new automobile brands and need to be innovated urgently. The integrated brand communication theory with the core of value characteristic brand theory and value characteristic brand will become the main theoretical basis of local brands in China. ? Strategic public relations and idol marketing are two effective tools to surprise the domestic auto market at present. ? Relying on accurate value positioning, solving the breakthrough of brand target market and relying on target market to drive the overall brand building will become one of the main means of automobile marketing innovation. Based on the above phenomenon, we believe that China automobile industry is still in the rapid growth period of brand repositioning. Seize this historical opportunity, establish a brand building and development model with local characteristics in China, adhere to the product price era, and regard the brand as a strategic and forward-looking marketing tool, and eventually become an industry leader. In the era of natural and rapid market growth, it is not difficult to complete sales, but it is rare to complete sales under brand marketing standards. It must be noted that relying on natural market growth and superior cost performance to complete sales is the current reality, but it is not the standard to be achieved. Supported by the good market situation and performance in 2007, all automobile manufacturers should actively carry out automobile brand marketing to lay a valuable foundation for the future. In this process, the innovation of brand marketing theory and model will become the core of the development and breakthrough of automobile enterprises. 1. Analysis of automobile sales situation and industrial structure in the first half of 2007 1. The automobile sales situation continued the sales situation in 2006 and continued to grow rapidly. In the first half of 2007, the national automobile sales reached 4.37 million, a year-on-year increase of 23%. Among them, the sales of commercial vehicles were 6.5438+0.29 million, a year-on-year increase of 26%, and the growth rate was 654.38+0.65438+0 percentage points higher than the same period of last year; The sales volume of passenger cars was 3.08 million, up 22% year-on-year, of which the sales volume of basic passenger cars (cars) was 2.2869 million, up 25.92% year-on-year; The sales volume of functional passenger cars (MPV) was 654.38+007 million, up by 654.38+02.90% year-on-year; The sales volume of sport utility passenger cars (SUVs) was 6.5438+0.58 million, a year-on-year increase of 39.03%; Cross-type passenger cars sold 532,200 vehicles, a year-on-year increase of 6.85%. 2. Growth structure of cars: Intermediate cars are growing rapidly, while compact cars are getting colder. Judging from the demand results of the automobile market, the middle and high-end cars with a price of about 200,000 ~ 300,000 have grown rapidly and become the mainstream of market growth, while the low-end cars with a price of about 50,000 ~ 60,000, which grew rapidly last year, have begun to get cold. According to statistics, second-hand cars also developed greatly in the first half of 2007. From June 5438 to May, the cumulative transaction volume of used cars nationwide was 804,900, with a transaction volume of 32.5 billion yuan, up by 18.36% and 39.67% respectively. The demand structure of the automobile market shows that the change of the economic gap between the rich and the poor in China has begun to affect the demand structure of automobiles. On the one hand, the income of car owners has increased steadily, and car consumption has begun to enter the stage of upgrading family cars. At the same time, the low-end cars abandoned by high-income consumers have promoted the gradual prosperity of the used car market, and also seized the market where low-end consumers buy new cars. This may force the price of all kinds of cars to drop further, promote the maturity of the automobile market, and make the public generally reach the level of being able to buy cars. China began to enter the era of Volkswagen consumption. 3. The main competition pattern of automobile brands has changed. Volkswagen and Chery grew rapidly, Shanghai GM was weak, and Beijing Hyundai fell sharply. According to the data of China Association of Automobile Manufacturers, in the first half of 2007, the top ten automobile manufacturers in China were FAW-Volkswagen, Shanghai Volkswagen, Shanghai GM, Chery, Dongfeng Nissan, Guangzhou Honda, Geely, FAW Toyota, Dongfeng Shenlong and Tianjin FAW. These ten enterprises sold a total of146.110000 vehicles in the first half of this year, accounting for 63.89% of the national total sales. Compared with the same period of last year, except FAW Toyota and Tianjin FAW, other enterprises have increased to varying degrees, among which FAW-Volkswagen, Shanghai Volkswagen and Chery have increased significantly. In the first half of the year, the top ten automobile brands were Santana, Jetta, Excelle, Camry, QQ, Li Xia, Accord, Familia, Elantra and Fox. In the first half of the year, the above ten brands sold a total of 759,200 cars, accounting for 33.20% of the total car sales. Among them, the self-owned brand Chery QQ sold 672,465,438+0 vehicles in the first half of the year; BYD F3, which did not enter the "Top Ten", also achieved a sales volume of 565,438+0,758 vehicles, an increase of 65,438+0,065,438+0% year-on-year, making it the fastest growing vehicle in China. Brilliance Auto's sales in the first half of the year also increased by 58% year-on-year. Among them, Dongfeng Honda has sprung up as an SUV. Dongfeng Honda's sales in the first half of this year have exceeded 53,000 vehicles, up 65,438+060% year-on-year, ranking first in the industry. The gradual increase in sales is first attributed to the brand-new CR-V launched by Shanghai Auto Show. Since May, the monthly sales volume of this niche SUV has been close to 4,000, and the monthly sales volume has reached 1, 086,5438+03. The monthly sales exceeded 65,438+0,000 for the first time, becoming the first high-end SUV in China. This shows that the personalized demand of consumers in China is constantly developing, and personalized products that meet this demand will bring great changes to automobile brands. Similarly, Harvard is also growing at a high speed in the first half of this year, which proves from another angle that there is still huge market space for popular personalized products. Beijing Hyundai did not perform well in the first half of this year. The sales volume of Beijing Hyundai in the first half of the year was 1 1.2 1 10,000 vehicles, down 15% year-on-year. Among them, the new and old Sonata sold 2 139 1 car, and Elantra sold nearly 60,000 cars. Although the sales volume reached 6220 in June. The decline of modern sales shows that modern brands are still in a weak position in China due to the influence of culture and region, and the weak brands can't rely on simple advertisements and activities to promote and develop their brands. Therefore, it is not only modern but also a great challenge for China's independent brands to seek the strong marketing strategy and brand building strategy of weak brands. Second, the first half of 2007, China automobile marketing and marketing analysis of the mainstream automobile marketing model. China's automobile marketing strategy in the first half of 2007 can be said that China's localized automobile brand strategy is taking shape, and there is still room for further innovation and development. An obvious evidence is that the independent brand represented by Chery has achieved rapid development. After half a year's analysis of the marketing practice of China's automobile industry in 2007, China's automobile marketing presents several obvious characteristics. Characteristic phenomenon 1. The double-best model of brand and price became the mainstream of automobile marketing in China in the first half of the year. After the price reduction of Jetta and Santana, the old models led the market, relying on strong brand advantages and continuous price reduction to grab market share. Since March, the old model has taken the lead in launching a price reduction war. Jetta officially reduced the price by 3000-9000 yuan. Among them, after the price reduction, the guide price of the lowest Jetta companion is 76,800 yuan, the guide price of the main model CIF spring manual gear is 89,800 yuan, and the guide price of the top model is 10 1800 yuan. And the economy also promotes sales on this basis. Dongfeng Citroen launched 07 Fukang, and the price was adjusted to 72,000 yuan; Santana offers a discount of 3,000 yuan and sells for 76,800 yuan. At the same time, Shanghai Volkswagen also launched a simple Pu Sang rental model for only 69,800 yuan. Under the background of mature models, convenient maintenance and outstanding brand value, the price reduction of the old three has been recognized by the market. In the first half of this year, Santana and Jetta won the championship and runner-up again, with sales reaching 109500 and 10900 respectively. At the same time, we also see that the price reduction of old models has become the mainstream feature of China automobile industry and an important factor affecting the automobile market, especially the price reduction of strong brands will definitely have a great impact on low-end brands. This shows that with the continuous maturity and development of the automobile market, strong brands have gradually reduced their prices and have become the basic technology of the automobile industry. Automobile companies that rely entirely on low prices and do not actively build brands will face an absolute situation of survival. Characteristic phenomenon 2: the strategy and structural price of strong brands ...

Key words of this article

Research report on automobile marketing strategy innovation in the first half of 2007? Jetta and Santana led the market after the price reduction, which shows that the double-excellent models with strong brands and excellent prices have become the mainstream models in China's automobile marketing in the first half of the year. Similarly, it is also the main mode of the successful rise of automobile brands? Simple superior products and low-cost double-excellent model can achieve short-term breakthrough, but can't form long-term competitive advantage? Simple product advantages, or simple price advantages, have been unable to bring rapid market breakthroughs. Even BMW brands have to do this. 2. Trend and innovation mode of automobile brand building:? At present, the theories and models of the third-generation marketing and brand building imported from overseas are seriously lagging behind the reality of the brutal competition in China's automobile industry, which can't drive the rise of new automobile brands and need to be innovated urgently. The integrated brand communication theory with the core of value characteristic brand theory and value characteristic brand will become the main theoretical basis of local brands in China. ? Strategic public relations and idol marketing are two effective tools to surprise the domestic auto market at present. ? Relying on accurate value positioning, solving the breakthrough of brand target market and relying on target market to drive the overall brand building will become one of the main means of automobile marketing innovation. Based on the above phenomenon, we believe that China automobile industry is still in the rapid growth period of brand repositioning. Seize this historical opportunity, establish a brand building and development model with local characteristics in China, adhere to the product price era, and regard the brand as a strategic and forward-looking marketing tool, and eventually become an industry leader. In the era of natural and rapid market growth, it is not difficult to complete sales, but it is rare to complete sales under brand marketing standards. It must be noted that relying on natural market growth and superior cost performance to complete sales is the current reality, but it is not the standard to be achieved. Supported by the good market situation and performance in 2007, all automobile manufacturers should actively carry out automobile brand marketing to lay a valuable foundation for the future. In this process, the innovation of brand marketing theory and model will become the core of the development and breakthrough of automobile enterprises. 1. Analysis of automobile sales situation and industrial structure in the first half of 2007 1. The automobile sales situation continued the sales situation in 2006 and continued to grow rapidly. In the first half of 2007, the national automobile sales reached 4.37 million, a year-on-year increase of 23%. Among them, the sales of commercial vehicles were 6.5438+0.29 million, a year-on-year increase of 26%, and the growth rate was 654.38+0.65438+0 percentage points higher than the same period of last year; The sales volume of passenger cars was 3.08 million, up 22% year-on-year, of which the sales volume of basic passenger cars (cars) was 2.2869 million, up 25.92% year-on-year; The sales volume of functional passenger cars (MPV) was 654.38+007 million, up by 654.38+02.90% year-on-year; The sales volume of sport utility passenger cars (SUVs) was 6.5438+0.58 million, a year-on-year increase of 39.03%; Cross-type passenger cars sold 532,200 vehicles, a year-on-year increase of 6.85%. 2. Growth structure of cars: Intermediate cars are growing rapidly, while compact cars are getting colder. Judging from the demand results of the automobile market, the middle and high-end cars with a price of about 200,000 ~ 300,000 have grown rapidly and become the mainstream of market growth, while the low-end cars with a price of about 50,000 ~ 60,000, which grew rapidly last year, have begun to get cold. According to statistics, second-hand cars also developed greatly in the first half of 2007. From June 5438 to May, the cumulative transaction volume of used cars nationwide was 804,900, with a transaction volume of 32.5 billion yuan, up by 18.36% and 39.67% respectively. The demand structure of the automobile market shows that the change of the economic gap between the rich and the poor in China has begun to affect the demand structure of automobiles. On the one hand, the income of car owners has increased steadily, and car consumption has begun to enter the stage of upgrading family cars. At the same time, the low-end cars abandoned by high-income consumers have promoted the gradual prosperity of the used car market, and also seized the market where low-end consumers buy new cars. This may force the price of all kinds of cars to drop further, promote the maturity of the automobile market, and make the public generally reach the level of being able to buy cars. China began to enter the era of Volkswagen consumption. 3. The main competition pattern of automobile brands has changed. Volkswagen and Chery grew rapidly, Shanghai GM was weak, and Beijing Hyundai fell sharply. According to the data of China Association of Automobile Manufacturers, in the first half of 2007, the top ten automobile manufacturers in China were FAW-Volkswagen, Shanghai Volkswagen, Shanghai GM, Chery, Dongfeng Nissan, Guangzhou Honda, Geely, FAW Toyota, Dongfeng Shenlong and Tianjin FAW. These ten enterprises sold a total of146.110000 vehicles in the first half of this year, accounting for 63.89% of the national total sales. Compared with the same period of last year, except FAW Toyota and Tianjin FAW, other enterprises have increased to varying degrees, among which FAW-Volkswagen, Shanghai Volkswagen and Chery have increased significantly. In the first half of the year, the top ten automobile brands were Santana, Jetta, Excelle, Camry, QQ, Li Xia, Accord, Familia, Elantra and Fox. In the first half of the year, the above ten brands sold a total of 759,200 cars, accounting for 33.20% of the total car sales. Among them, the self-owned brand Chery QQ sold 672,465,438+0 vehicles in the first half of the year; BYD F3, which did not enter the "Top Ten", also achieved a sales volume of 565,438+0,758 vehicles, an increase of 65,438+0,065,438+0% year-on-year, making it the fastest growing vehicle in China. Brilliance Auto's sales in the first half of the year also increased by 58% year-on-year. Among them, Dongfeng Honda has sprung up as an SUV. Dongfeng Honda's sales in the first half of this year have exceeded 53,000 vehicles, up 65,438+060% year-on-year, ranking first in the industry. The gradual increase in sales is first attributed to the brand-new CR-V launched by Shanghai Auto Show. Since May, the monthly sales volume of this niche SUV has been close to 4,000, and the monthly sales volume has reached 1, 086,5438+03. The monthly sales exceeded 65,438+0,000 for the first time, becoming the first high-end SUV in China. This shows that the personalized demand of consumers in China is constantly developing, and personalized products that meet this demand will bring great changes to automobile brands. Similarly, Harvard is also growing at a high speed in the first half of this year, which proves from another angle that there is still huge market space for popular personalized products. Beijing Hyundai did not perform well in the first half of this year. The sales volume of Beijing Hyundai in the first half of the year was 1 1.2 1 10,000 vehicles, down 15% year-on-year. Among them, the new and old Sonata sold 2 139 1 car, and Elantra sold nearly 60,000 cars. Although the sales volume reached 6220 in June. The decline of modern sales shows that modern brands are still in a weak position in China due to the influence of culture and region, and the weak brands can't rely on simple advertisements and activities to promote and develop their brands. Therefore, it is not only modern but also a great challenge for China's independent brands to seek the strong marketing strategy and brand building strategy of weak brands. Second, the first half of 2007, China automobile marketing and marketing analysis of the mainstream automobile marketing model. China's automobile marketing strategy in the first half of 2007 can be said that China's localized automobile brand strategy is taking shape, and there is still room for further innovation and development. An obvious evidence is that the independent brand represented by Chery has achieved rapid development. After half a year's analysis of the marketing practice of China's automobile industry in 2007, China's automobile marketing presents several obvious characteristics. Characteristic phenomenon 1. The double-best model of brand and price became the mainstream of automobile marketing in China in the first half of the year. After the price reduction of Jetta and Santana, the old models led the market, relying on strong brand advantages and continuous price reduction to grab market share. Since March, the old model has taken the lead in launching a price reduction war. Jetta officially reduced the price by 3000-9000 yuan. Among them, after the price reduction, the guide price of the lowest Jetta companion is 76,800 yuan, the guide price of the main model CIF spring manual gear is 89,800 yuan, and the guide price of the top model is 10 1800 yuan. And the economy also promotes sales on this basis. Dongfeng Citroen launched 07 Fukang, and the price was adjusted to 72,000 yuan; Santana offers a discount of 3,000 yuan and sells for 76,800 yuan. At the same time, Shanghai Volkswagen also launched a simple Pu Sang rental model for only 69,800 yuan. Under the background of mature models, convenient maintenance and outstanding brand value, the price reduction of the old three has been recognized by the market. In the first half of this year, Santana and Jetta won the championship and runner-up again, with sales reaching 109500 and 10900 respectively. At the same time, we also see that the price reduction of old models has become the mainstream feature of China automobile industry and an important factor affecting the automobile market, especially the price reduction of strong brands will definitely have a great impact on low-end brands. This shows that with the continuous maturity and development of the automobile market, strong brands have gradually reduced their prices and have become the basic technology of the automobile industry. Automobile companies that rely entirely on low prices and do not actively build brands will face an absolute situation of survival. Characteristic phenomenon 2: the strategy and structural price of strong brands ...