Planning copy entry ~! Help write a car marketing plan.

I've been looking for it for a long time-_-I hope I can help you.

"Olympic year"

"Olympic car"

-Positioning "China independent energy-saving sports sedan chair" to welcome the Olympic Games.

The structure of the proposal is as follows:

1. Planning background: industrial policy,

2. Market analysis: changes in the international crude oil price market, the "2008 Olympic Games" market, the overall market and festivals of the automobile industry.

Restrictive factors, favorable factors and consumption status of Nengjiajiao.

3. product analysis: product positioning, product appearance, performance, safety and the integration of the concept of "Olympic car"

4. Analysis of competitors

5. Public relations marketing strategy: integrate new Internet car marketing.

One: Planning background

1, Analysis of New Policies in Automobile Industry

The changes in the new industrial policy are mainly manifested in the following aspects: First, the principle of encouraging and supporting the collectivization development of domestic automobile industry, insisting on encouraging the production and consumption of energy-saving and environment-friendly vehicles, encouraging the research and development of energy-saving and environment-friendly vehicles and new fuel vehicles, insisting that 50% of joint ventures are the main shareholders, insisting that two or more joint ventures cannot be established with the same foreign capital, and the same brand remains unchanged. The second is to encourage the research and development of automobile technology for the first time to enhance the core competitiveness; Clearly put forward the feasible exit mode of automobile enterprises; Establish an automobile production access management system to improve the access threshold; Before the reform, the examination and approval methods were changed to filing and joint examination; Put forward the policy of independent development of enterprises and put research and development in an important position; The requirements of foreign exchange balance and localization ratio were cancelled. Thirdly, the importance of sustainable development is emphasized.

A, encourage the collectivization development of automobile enterprises, and realize the optimization and upgrading of industrial structure through mergers and acquisitions among enterprises: for the first time, put forward the goal of striving for several large automobile groups to enter the world's top 500 by 20 10. The state continues to support large automobile enterprise groups and foreign automobile groups to merge and reorganize domestic and foreign automobile production enterprises.

B encourage the development of products with independent intellectual property rights: if the products independently developed by enterprises meet the relevant tax provisions of the state for promoting technological progress of enterprises, the investment in the construction of scientific research facilities can be charged before income tax, and at the same time, it promises to introduce policies to encourage enterprises to independently develop as soon as possible. Encourage automobile enterprises to formulate brand development plans and implement brand management strategies.

C. Encouraging private car consumption, guiding and encouraging the development of energy-saving and environment-friendly small-displacement vehicles, actively carrying out research and industrialization of new power such as electric vehicles and vehicle power batteries, and focusing on the development of hybrid vehicle technology and vehicle diesel engine technology have also become important contents of the new industrial policy.

Second: market analysis

Analysis of international fuel market.

In recent years, influenced by the changeable global oil supply and demand situation, the unstable situation in major oil-producing countries, the attitude of the Organization of Petroleum Exporting Countries to increase crude oil production and market speculation, the price of crude oil in the international market has continuously exceeded people's psychological expectations, and the closing price of crude oil futures in the new york market has continuously hit a record high. It dropped to $60/barrel from September to June in 2005, and further dropped to $56.34/barrel from September to1October in 2005, which was 13.47 $/barrel lower than the peak value, with a decrease of 19.3%. Analyzing the future trend of crude oil market, the price of crude oil will be 100 USD/barrel. The rise of fuel market price will inevitably affect China's automobile industry. In 2004, the import volume rose to 2.4 million barrels per day (the United States imported 6.5438 million barrels per day), and China became the fourth largest oil importer. Second only to the United States, Europe and Japan.

The introduction of the new fuel tax will also bring new competition to the automobile market in China. 1.6 liter-1.8 liter displacement golden range. It is also the most competitive product line in the market. How should Chery take the initiative at this time?

Beijing Olympic Games will be an opportunity for development.

In 2004, the number of cars per thousand people in China was only 8.5, which was far from the level of 9- 14 when the per capita GDP of foreign developing countries was $0/000.

Take Japan as an example. 1964 after the Tokyo Olympic games, cars began to enter families on a large scale. 1965 is called "the first year of automobile" in Japan. At that time, the number of cars with 1,000 people in Japan reached 64. South Korea's "first year of automobile" is 1988 after Seoul Olympic Games. At that time, the number of cars with 1,000 people in South Korea reached 63.

China will host the Beijing Olympic Games in 2008, the Asian Games in Guangzhou in 2065 and the World Expo in Shanghai in 2065. It can be predicted that China automobile market will usher in a new round of rapid development.

3. Overall market of automobile industry

The auto market has not been depressed this year, and the growth rate this year is still above 10%. However, falling from the top of last year's high-growth parabola is easy to misjudge the market downturn. The insiders believe that the first round of growth peak of China automobile has been formed. After two years of rapid development, the automobile market has reached the highest point, and a parabolic growth curve has been formed this year. It is this growth curve that has become the basis for many people to analyze and judge the auto market, believing that the auto market has begun to enter a downturn.

At present, the so-called market downturn, 50% from digital misleading factors, 50% from national macro-control, consumer credit, holding money for purchase. Macro-control affects people's expectations, but it has little effect on the automobile market. The real impact comes from consumer credit and holding money for purchase. At present, the main body of consumer credit has not been cultivated, and the auto finance market has not really played its role. With the development of national economy, China is now the country with the largest carbon dioxide emission in the world. Under the requirements of energy conservation and environmental protection of the 2008 Beijing Olympic Games, there is a strong voice in the automobile industry to demand the introduction of energy-saving vehicles.

4. Constraints on the development of energy-saving family cars.

4. 1 the transfer of clean technology is restricted by foreign companies (American companies)

China municipal government encourages the development of energy-saving cars. Why is it difficult to manufacture and sell fuel-efficient cars and fuel-efficient cars in China? Judging from the cooperation between the three major American automobile groups and China Automobile Company, American companies all transfer outdated automobile pollution control technology to their partners in China. There are five explanations for why cleaner technologies have not been transferred.

A, the most important thing is that American companies have no motivation to transfer. Because the China government has not promulgated a foreign investment policy that directly requires the transfer of clean technologies, nor has it adopted an environmental law to require the introduction of important clean technologies to China to meet domestic standards.

B, China company in the joint venture negotiations, no bargaining on technical issues.

C. The environmental protection movement in China is very weak.

D. Lack of incentives in contracts, laws or policies will create a vicious circle between domestic competitiveness and the interests of foreign automobile companies.

E, China's fuel quality is poor. American car companies know that even if they want to transfer more advanced technology, they can't play a role because of the low fuel quality.

Limited by foreign technology, China Automobile Company is very passive and has no say in product development.

4.2 Chery's bottleneck in developing China's independent energy-saving sports car

I think the bottleneck of Chery's development of energy-saving sports car is the technical link. Of course, there is also the commercial value and market promotion of energy-saving sports cars after the Olympic Games, but at present, for Chery Automobile. The development strategy of the enterprise is to provide customers with first-class products and services. The enterprise is positioned as an automobile manufacturer with independent intellectual property rights in China, and develops healthily and continuously with China's national industry and China's economy. In this way, for Chery, it is necessary to stay ahead of competitors and grasp the initiative of market changes, so that Chery's product plan will be flexible. Doing a good job of after-sales service is also a challenge for Chery Automobile's post-era development.

Although having technology is a necessary condition for economic output, it is difficult to have technology. Many empirical studies show that technology is complete and proprietary, and often requires a lot of money. These studies show that it is a complicated process to acquire technology in the later stage of industrialized economy because of these characteristics of technology. The successful acquisition of technology usually requires the active participation of the government, management, selection and planning of the technology to be acquired, and acceptance of the determination and skills of enterprises.

Technological innovation is a bottleneck for Chery's independent innovation and energy-saving sports car.

5. Favorable factors for the development of energy-saving family cars.

What is an energy-saving family car? How to define China autonomous energy-saving sports car? How does Chery break through the bottleneck of energy-saving technology? I think there are three aspects:

(1) Develop more efficient engine technology to improve the fuel efficiency of Chery products. For example, FSI technology and hybrid products.

(2) Development and innovation of technical control device for waste gas emission. Reach the highest international standards.

(3) The reliability and safety of Chery's new energy-saving car products.

5. 1 Advantages of Chery's energy-saving cars

With the global energy crisis and the enhancement of people's awareness of environmental protection in various countries, it directly promotes governments to formulate stricter standards for energy conservation and emission reduction. For a long time, environmental protection, energy saving and safety are still the themes of the development of the world automobile industry. China's automobile industry is no exception. If China wants to change from a big automobile country to a strong automobile country, it must cross these three barriers and provide consumers with more environmentally friendly, energy-saving and safer cars. Chery Automobile's management values are "safer, more energy-saving and more environmentally friendly". Chery is smart in promoting the concept of energy-saving products, and it is easy to reach an understanding with consumers. This is Chery's propaganda advantage.

On June 24th, 2005 165438+20051October 24th, Chery Automobile Company presented its first hybrid vehicle code-named "BSC". Chery also cooperates with Newcastle University in hybrid projects. Chery leads the industry in independent research and development of energy-saving technologies.

6 consumer situation analysis

(1) Existing consumption fashion

Now people's living standards are improving, and buying a car has gradually become a fashion. As long as it is a family with better economic conditions, it is possible to buy a car, especially a bank loan. As long as families with a monthly income of more than 5,000 yuan are potential consumers, buying a car has become a fashion. The trend of consumption fashion in the next five years will be personalization, energy saving and environmental protection.

(2) Consumer income and car purchase

The survey shows that 90% of middle-income families with a monthly income of 5,000-8,000 yuan choose Type A as their first choice.

With a monthly income of more than 8,000 yuan, especially 1 10,000-10.5 million, 80% of families are willing to buy a car. Although this consumer group's purchase index of model A cars has declined, it still occupies a part of the market among high-income people. After all, the trend of high-end small cars appears, and Model A cars are deeply rooted in people's hearts. The QQ series of Chery A car has always been the best-selling model in the market. The son of the oriental series is also a best-selling model of the B-class car.

Three: product analysis

Caption: I'm planning an independent energy-saving sports car in China. Features: China is independent, energy-saving and fun in sports.

Introduction of Chery energy-saving sports car;

parameter

Environmental protection standard for vehicle type, long, wide and high wheelbase gearbox driving mode

1.4L AT Fashion Edition 399816401535 2400 4-speed automatic manual drive Euro IV

1.6L AT Sport Edition 454417601464 2580 6-speed automatic manual drive Euro IV

Unit: mm

The car is equipped with a new diesel engine independently developed by the company. Engine is an advanced XX technology in China. This technology is exclusively developed by our company, which is the only one in China and the first-class level in the world. XX technology was developed by Xiaoxiao R&D department for two years, and it was specially developed for mini-cars. XX engine technology realizes the combination of low fuel consumption, high performance, high speed and low pollution of small displacement vehicles. This technology has made an indelible contribution for mini-cars to enter the market without policy restrictions, and at the same time, it has narrowed the distance with Volkswagen. The speed of XX engine can reach 240 km/h, but the fuel consumption is 25% lower than that of ordinary popular cars, so it is more comfortable to be silent.

Product positioning

Product name: The characteristics of diesel series automobile products planned this time are: energy saving and environmental protection+Olympic passion+sports.

The principle of naming revolves around these three principles. I named it "Ruijie".

Target customers: This is Chery's first energy-saving sports car specially designed for "welcoming the Olympic Games" and the post-2008 Olympic Games market. The main consumer groups are young people aged 25-35, who have a strong preference for energy saving, environmental protection and driving pleasure. The target population is middle-and high-income families with incomes of 5000-8000- 10000 yuan in second-and third-tier cities.

Market positioning: (1) The first energy-saving and environment-friendly car independently owned by China in China energy-saving automobile market. Highlight energy conservation and environmental protection.

(2) In the comparison between middle-income families and high-income families, the first model of middle-income families is a mini-car, so it is very likely to buy a 1.4L fashion car. High-income families may buy a more advanced 1.6L sports car because of their higher income and wider choices. Therefore, it is a major task of marketing to win the high-income consumers who buy by popular means.

(3) Highlight the brand's market share in the top 100 counties and cities in the national regional economy. Fight guerrilla warfare with multinational automobile manufacturing groups to avoid their sharp edges. Develop your own sales network and distributors quickly and effectively. In addition to service extension and products, after-sales service should be trusted by customers. Achieve the market strategy of "the military and horses have not moved, and the grain and grass are first". Form a differentiated competitive advantage with the products of the joint venture.

Price Positioning: Because it is a young and fashionable energy-saving and environmentally-friendly car, it is different from other brands in the compact car market.

Moreover, compared with other series of Chery, it has a competitive advantage, so the pricing should be high. There is a sense of class. In competition with the products of foreign companies, the price of domestic energy-saving cars should not be too high. There is also the recognition and purchasing power of the market and customers. The prices of two diesel engines are as follows:

parameter

model

price

product description

1.4L AT Fashion Edition 78800 focuses on energy saving and environmental protection.

1.6L AT Sports Edition 96,000 focuses on sports performance.

Product appearance, performance and safety

1, appearance

Elegant and chic appearance, streamlined body but no lack of integrity. From the front of the car, the design of the two headlights is unique, making the finishing point and exquisite. The new design element is to raise the waistline and highlight the outline. Highlight the sports performance and stability of the whole vehicle. The air intake grille is U-shaped, and the prominent front windshield makes this car more fashionable. One car can be used for both purposes. There are similarities and differences with Volkswagen and BMW, but they are different, unique, ingenious and large in space.

Step 2 perform

Front suspension type rear suspension type booster type front brake type rear brake type

1.4L AT fashion McPherson independent suspension semi-independent non-drive axle mechanical hydraulic power ventilation disc

1.6L AT Sports Edition McPherson Independent Suspension Multi-link Independent Suspension Electro-hydraulic Power-assisted Ventilation Panel

This series of models has been adjusted by Italian sports car manufacturer Ferrari, and its performance is excellent. Especially in high-speed driving, the stability of the car is very good, and the performance in the snake pile test is even better. Low fuel consumption, strong power, and superior handling performance in different road conditions in mountains and cities. It can be called "China Little BMW".

3. Safety

This series of cars are equipped with advanced active safety devices and passive safety devices. Body structure design is a high-tech achievement jointly developed with German company * * *, with the most advanced safety structure concept in the world. The body steel plate also adopts the strength steel imported from Detroit, USA, and its hardness index and toughness parameters are at the international advanced level. The series is also equipped with four front and rear airbags, which are rare in compact cars. The car won the "five-star" award in the NCAP test in Germany.

Incorporate the concept of "Olympic car"

If the product is planned to be launched less than one year before the Olympic Games, if it is designed, purchased, produced and sold according to the actual details. The real product was launched in early 2009. But after the Olympic Games, the automobile market is an excellent opportunity for the company to develop. Rational consumption of national car purchase and the arrival of the second car purchase era for families. It will greatly promote the best-selling of "energy-saving and environmental protection" cars in the market. This is very important in the post-Olympic market.

The "Olympic spirit" is not only higher, faster and stronger. In the field of industrial consumption in 2 1 century, it also means more humanization, intelligence, energy saving, environmental protection and safety. Automobile products will definitely be the development trend of the future market. Therefore, the concept of energy conservation and environmental protection of the company's products is integrated with the Olympic spirit. This is a scientific concept and a strong market concept. In the product segmentation market, the concept of "Olympic integration" will be the advantage of the product.

"Olympic spirit" is also the spirit of sports passion. In this product plan, the focus is on "energy saving and environmental protection" and "passionate sports" cars. The superior performance of the product and the scientific nature of energy saving and environmental protection are also the advantages of the product.

The "Olympic spirit" is also a sports event in which the whole people participate. It is a new industrial product of 2 1 century. Automobile products are facing great challenges. Automobile manufacturers will introduce more best-selling models in line with the market and provide more personalized and experiential services to customers. Only the best-selling models can bring profits to the company. Chery's best-selling in A-class cars is a great success in the increasingly fierce market segmentation of mid-class cars by major automobile manufacturers around the world. In the future, I think Chery should insist on being an economical car and become stronger and bigger. Now, the time when a best-selling car can make a great car company has passed. Therefore, Chery will continue to introduce classic best-selling models, walk in the forefront of the times and run at the front end of the market. Make a classic best-selling "national car". China's self-designed classic car model and self-innovated new car technology.

Fourth, competitor analysis

In the domestic market, FAW-Toyota, Guangzhou Honda and Shanghai GM are very successful in energy-saving and environmental protection models. Local independent brand manufacturers Geely Automobile and Brilliance Automobile have launched new hybrid vehicles. However, as far as the current China market is concerned, the design and manufacturing cost of hybrid electric vehicles is still very high, and the technology is not very mature, which is still far behind the advanced foreign technology. This is the choice of diesel engine, not hybrid car. The hybrid cars produced by the joint venture are not very successful in the market. I think, based on the actual experience in China and the consumption habits of domestic consumers, diesel energy-saving and environmental protection models will be affirmed and purchased by consumers.

Five, public relations marketing strategy

The ultimate goal of public relations marketing is to improve the efficiency of enterprises, and the highest goal is to serve the public and contribute to society. The specific purpose is to let the public know about Chery's "Ruijie" series and make Ruijie the pride of China consumers.

"Three trump cards" of Chery automobile public relations marketing

(1) Strategies for Integrating New Internet Automobile Marketing

The Internet has changed the form and transmission path of automobile information, and the Internet has changed the way of communication between consumers. In a word, the internet makes the automobile market truly a unity. According to the latest survey data, 80% of American consumers will search for information about cars online before buying a car, while in China, the proportion will reach nearly 40%, and it is still growing rapidly.

Judging from the current situation, there are two main ideas for automobile marketing based on the Internet: the first idea is to publish advertisements of automobile brands and dealers on the Internet for media public relations. This idea has been recognized by most automobile manufacturers and quite a few dealers, and accumulated some experience in the design, release and feedback of online advertisements. The second idea is to use the characteristics of the Internet, such as strong interactivity, wide audience and large amount of information, to carry out marketing activities. Even direct sales. In this regard, most automobile manufacturers are still groping and trying, and have not formed a mature operation model, which will be the main direction of automobile network marketing in the future.

Therefore, Chery Automobile should be more involved in automobile e-commerce. Strengthen Chery's brand.

(2) Brand "Energy Saving and Environmental Protection" will be launched in the post-Olympic market.

Chery "Olympic Car" in Olympic Year

According to market analysis, the Japanese and Korean markets have achieved great success after the Olympic Games. Chery automobile should learn from foreign experience and advanced management concepts and marketing models. Chery's series of energy-saving products should rely more on the potential energy of the Olympic Games to achieve high-profile "energy saving and environmental protection". Raise this potential to a higher level. Enhance the brand strength of Chery. Prepare for Chery to enter the European and American markets.

(3) China's independent innovation "national brand".

The development course of Chery Automobile 10 is very successful. Whether in product design, core technology research and development, enterprise management, market positioning, brand building, after-sales service and other aspects are very successful. The success of 10 does not mean that Chery can continue to succeed in the future market changes. The development of China's national automobile industry is inseparable from the rapid and healthy development of China's economy. Independent innovation is the key to the development of China national automobile industry. Chery automobile should seize this historical development opportunity. The new enterprise orientation should be "to be a century-old national automobile enterprise in China". Strengthen and enlarge the national automobile industry. Chery will continue to carry the banner of "China's own brand first". I think Chery's competitors are Japanese and Korean automobile companies in China's automobile consumption market at present and in the next five years, because from the successful experience analysis of Japanese and Korean automobiles, today's Japanese and Korean automobiles are the development model of our independent innovation automobiles. It is worth learning.

Chery's independent innovation and "national rejuvenation" are closely linked, which is a good enterprise development strategy.

Chery's success has also promoted the development of other domestic independent brand automobile enterprises and the upstream and downstream supply chain of the automobile industry, and the independent brand automobile has become more and more important in the automobile market. According to statistics, the market share of self-owned brand passenger cars was 2 1% in 2003, but it declined in 2004, and the market share was 19%. However, in 2005, self-owned brand passenger cars made great efforts again, and their market share increased to 26%. In 2006, this proportion was 25.68%. Beyond Japan, South Korea, Europe and America.

Chery's profit model should also do a good job in the construction of automobile financial service and automobile after-sales service, and expand the new network service system. Is it possible to develop a network car service project? I firmly believe that China's own brand cars will successfully enter the global market.