RESEARCH ON MARKETING STRATEGY BASED ON CHINESE SUV MARKET—TAKE SAIC-GM-WULING AUTOMOBILE CO., LTD. AS AN EXAMPLE
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Abstract
Under the dual influence of China's economic and social development and comprehensive national strength, the Chinese auto industry has entered an unprecedented high-speed growth stage. Under this situation, the Chinese car market has gradually developed and China has become a global leader in car sales. Such growth has also caused a large number of auto brands from all over the world to enter the domestic market with a certain impact on the domestic market. This research aimed to investigate the current situation of SUV automobile market in China and its marketing problems and weaknesses. The article focused on the modern marketing strategies of Wuling Xingchen SUV car launched by SAIC-GM-Wuling (SGMW) due to its outstanding market positioning and the growth of the SUV automobile market in China. Data were analyzed through investigation, literature review, and empirical analysis. The research could provide a basis and reference for exploring the future development orientation of Chinese SUV automobile industry and improving the level of marketing strategies.
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