摘要
摘要
近年来，全球汽车市场日趋饱和，整体国际环境对我国宏观经济的影响也较
大程度的影响了汽车消费需求；同时受新冠疫情影响，用户购车需求和消费能力
短期内明显下降；互联网发展新时代的今天，用户对汽车的消费需求日趋差异化，
综合以上各种环境影响，整车领域对企业汽车市场营销策略的制定提出了新要求。
本文主要以CC汽车为研究对象,对CC汽车市场营销战略及策略存在的问题
进行研究并输出完善建议；同时运用PEST分析工具分析市场营销环境；运用SWOT
分析工具侧重于针对公司的优势、劣势、机会与威肋进行分析。
CC汽车作为自主品牌的头部车企之一，连续多年销量破百万，通过每天进
步一点点、踏实专注、诚信发展，近些年取得了不错的成绩，得到较多客户认可。
通过分析，CC汽车与其竞争对手相比，营销战略的核心问题主要聚焦于市场细
分不足够清晰、目标市场不足够明确、目标市场定位不够精准；在营销策略上的
主要问题在于产品线覆盖面较窄、价格区间相对集中、渠道布局结构单一、促销
策略缺乏创新。
因此本文借助营销的相关理论对CC汽车进行营销过程分析及策略应对：
在营销战略上：通过抢占消费者心智，结合消费者的受众类型及市场偏爱度进行
市场再细分；根据其产品、品牌、性能等特点依据其实际情况对应的找到其匹配
市场；基于消费者定位标签及用户属性区间给予品牌进行市场再定位。
在营销策略上：产品策略方面--通过完善产品线进而满足消费者需求、拓宽产品
类别并夯实打造技术持续领先等策略进行产品策略的调整；在价格策略方面 --
通过优化定价体系精准价格突破策略、拓宽价格空间等策略进行价格策略的优化；
在渠道策略方面—通过丰富渠道路径线上线下同发力、增加渠道体验引领服务新
赛道；在促销策略方面—通过发力多类主题活动进而丰富促销的形式、多维促销
玩法进行精准营销组合等策略为企业开拓新增长空间。
本文旨在对 CC汽车营销策略的研究，为其在越发激烈的环境中的市场营销
能力有所助力，为相似的汽车企业发展提供参考和借鉴。
关键词：CC汽车；营销战略；营销策略；SWOT分析
I

Abstract
Abstract
In recent years, the global automobile market has become increasingly saturated,
and the impact of the overall international environment on China's macro economy
has also greatly affected the automobile consumption demand. At the same time, due
to the impact of COVID-19, users' demand for car purchase and consumption power
decreased significantly in the short term. Today, in the new era of Internet
development, the consumer demand for automobiles is increasingly differentiated.
Taking all the above environmental impacts into consideration, the vehicle field has
put forward new requirements for the formulation of automobile marketing strategies
of enterprises.
This paper mainly takes CC automobile as the research object, studies the
marketing strategy of CC automobile and the existing problems of the strategy, and
outputs improvement suggestions; At the same time, use PEST analysis tools to
analyze the marketing environment; SWOT analysis focuses on the company's
strengths, weaknesses, opportunities and strengths. By using porter's five forces
model, the existing problems of CC automobile marketing are summarized.
CC Automobile, as one of the leading automobile enterprises of its own brands,
has sold more than one million cars for many years in a row. Through daily progress,
steadfast focus and honest development, IT has achieved good results in recent years
and has been recognized by many customers. Through analysis, compared with its
competitors, the core problems of THE marketing strategy of CC Automobile mainly
focus on the market segmentation is not clear enough, the target market is not clear
enough, the target market positioning is not accurate enough; The main problems in
marketing strategy are narrow coverage of product line, relatively concentrated price
range, single channel layout structure and lack of innovation in promotion strategy.
Therefore, this paper analyzes the marketing process and strategies of CC
automobile with the help of relevant marketing theories:
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Abstract
In terms of marketing strategy: market subdivision is carried out by preempting
consumers' minds and combining consumers' audience types and market preference
degree; According to its product, brand, performance and other characteristics
according to its actual situation corresponding to find its matching market; Reposition
the brand in the market based on consumer positioning labels and user attribute
segments.
In terms of marketing strategy, product strategy -- adjust product strategy by
improving product line to meet consumer demand, expanding product categories and
consolidating technology to continue to lead, and by implementing cooperation mode
of different industries and enriching product categories; In terms of price strategy --
optimize the price strategy by optimizing the precise price breakthrough strategy of
the pricing system, and expand the price space to create premium of value-added
products; In terms of channel strategy, channel strategy should be laid out in two
aspects, such as enriching channel path and making efforts both online and offline,
increasing channel experience and leading new track service, so as to build
outstanding value for the brand. In terms of promotion strategy, three strategies are
used to expand new growth space for the enterprise, namely, enriching the forms of
promotion through multi-themed activities, carrying out accurate marketing mix
through innovative multi-dimensional promotion methods, and enhancing brand
image through creating multiple IP events.
This paper aims to study the marketing strategy of CC automobile, help its
marketing ability in the increasingly fierce environment, and provide reference for the
development of similar automobile enterprises
In n recent years, the global automobile market has become increasingly
saturated, and the impact of the overall international environment on China's macro
economy has also affected the automobile consumption demand. At the same time,
due to the impact of users' demand for car purchase and consumption power
decreased significantly in the short term. In the new era of Internet development today,
the consumer demand for automobiles is increasingly differentiated.
This paper mainly takes Great Wall Motor as the research object. As one of the
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