【作者】 徐丹；

【导师】 古安伟；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2024， 硕士

【摘要】 HQ品牌是国内定位高端的汽车品牌,自2018年战略转型后,持续强化市场布局,丰富产品矩阵,销量增长势头迅猛。HQ品牌H6产品是2023年上市的全新产品,该款产品在肩负着提升高价位B级轿车市场占位的使命,是HQ品牌进一步强化轿车市场的战略型产品,其销量及市场份额将是抢占B级市场的关键。结合其B级尺寸的产品属性,存量市场中既包含了具有数十年沉淀、且产品力稳定的合资品牌的大众CC、迈腾、凯美瑞、亚洲龙等强劲对手,也在一定程度上包含了内部的B级轿车产品。如何对外进一步打开该产品的竞争格局、对内避免同级产品的内部蚕食,这将成为产品面临的巨大挑战。本文以HQ品牌H6产品为研究对象,希望以营销理论为思考框架,为该产品提供符合其自身的营销组合策略,助力产品在消费者心智的占领,提升产品销量及细分市场的占有率。文章整体按照发现问题、分析问题、解决问题的逻辑进行展开,通过查阅文献、收集相关数据、内部访谈的方式,充分分析该产品在产品策略、价格策略、渠道策略及促销策略四个方面的现状,并洞察其存在的市场营销问题。而后进行政策法律环境、经济环境、技术环境等宏观环境分析,乘用车市场、B级轿车市场竞争格局、自主品牌燃油车价格趋势等行业竞争环境分析,以及市场竞争者、消费者等微观环境分析。基于营销环境分析结论和H6产品当前营销现状,运用STP营销定位理论,对其细分市场及目标市场进行分析和选择,梳理并确定产品的差异化竞争优势,确定目标市场定位。围绕目标市场定位,对产品、价格、渠道、推广等方面提出营销策略优化建议,并针对性提出营销组合策略落地所需的保障措施,保证最后策略的切实可行。本文对解决HQ品牌H6产品营销策略不清晰的问题具有指导意义,有助与HQ品牌H6产品实现销量的进一步跃迁,具有一定的实践意义,同时拓展了营销理论在汽车行业产品营销维度的应用范围,充实了汽车产品营销策略领域的研究内容,具有一定的理论价值。更多还原

【Abstract】 HQ brand is a high-end automotive brand in China.Since its strategic transformation in 2018,it has continuously strengthened its market layout to meet increasingly diverse user needs.Its product matrix has been constantly enriched,and its sales growth momentum has been rapid.In just 5 years,it has entered the camp of annual sales of 300000,with overall sales exceeding one million yuan,becoming the first domestic passenger car brand with a brand value exceeding 10 billion yuan.The HQ brand H6 product is a brand new product launched in 2023.This product shoulders the mission of increasing the market share of high priced B-class sedans and is a strategic product for the HQ brand to further strengthen the sedan market.Its sales volume and market share will be the key to seizing the B-class market.Combining its B-class product attributes,the stock market includes strong competitors such as Volkswagen CC,Magotan,Camry,and Asia Dragon,which have decades of accumulation and stable product strength,as well as internal B-class sedan products to a certain extent.How to further open up the competitive landscape of this product to the outside world and avoid internal erosion of products of the same level internally will become a huge challenge that the product will face.This article takes the HQ brand H6 product as the research object,hoping to use marketing theory as a thinking framework to provide a marketing mix strategy that is in line with its own characteristics,help the product occupy consumer minds,improve product sales and market share in segmented markets.The article follows the logic of discovering,analyzing,and solving problems as a whole.Through literature review,collecting relevant data,and internal interviews,it fully analyzes the current situation of the product in four aspects: product strategy,price strategy,channel strategy,and promotion strategy,and insight into its existing marketing problems.Then,macro environment analysis will be conducted on policy and legal environment,economic environment,technological environment,etc.,as well as industry competition environment analysis on passenger car market,B-class sedan market competition pattern,price trend of domestic brand fuel vehicles,etc.,as well as micro environment analysis on market competitors,consumers,etc.Based on the conclusion of marketing environment analysis and the current marketing status of H6 product,using STP marketing positioning theory,analyze and select its segmented and target markets,sort out and determine the differentiated competitive advantages of the product,and determine the target market positioning.Based on the target market positioning,propose marketing strategy optimization suggestions for products,prices,channels,promotion,and other aspects,and propose targeted guarantee measures for the implementation of marketing mix strategies to ensure the practical feasibility of the final strategy,thereby helping HQ brand H6 products achieve further sales leap.更多还原