【宝骏怎么做好营销】武陵宏光营销战略分析

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2002年11月18日正式上市的上汽通用五菱汽车股份有限公司(SGMW)是上海汽车集团股份有限公司、美国通用汽车公司、广西汽车集团有限公司(原柳州五菱汽车有限责任公司)共同成立的大型中外合资汽车公司，其前身可追溯到1958年成立的柳州动力机械工厂。公司在国内拥有柳州河西总部、柳州宝骏基地、青岛分公司、重庆分公司四大制造基地，形成南北联系、东西响应的发展格局。

1、多产品战略

上海通用武陵的产品覆盖面非常广。自2002年11月18日正式上市以来，公司不断推出新产品，以满足各种客户的不同需求。轿车、微型汽车、SUV、新能源汽车、MPV、产品类别多种多样。随着众多品牌覆盖高中低端市场，处于低端的五菱宏光不断扩大自己的产品市场。上海通用汽车Wuling产品上市初期，采用快速渗透战略，以低价格、高促销成本迅速占领市场，上海通用汽车Wuling是CCTV做广告的第一个微型汽车品牌，不断赞助广告，上海通用汽车Wuling的‘

优点：用户可以根据自己的需求选择不同种类的汽车，企业可以根据不同产品的销售量决定以后的产品开发和市长/市场导向，及时添加或减少产品。

缺点：产品多会导致自己产品的竞争，一个产品的促销或停滞，向上扩大产品会影响现有产品的市长/市场声誉。

2，价格政策

武陵宏光上市前，为了迅速扩大销售，成为私家车销售市场的黑马，采用了市长/市场渗透定价方法，将新产品的价格设置得相对较低，以便迅速吸引众多客户，尽快增加销售和市长/市场份额。武陵宏光模式发布前，通过市长/市场调查分析了消费者的需求，分析了行业竞争者的相关销售、价格等。最终，武陵宏光模式以4.48万元至6.8万元的性价比高的价格上市，在MPV市场开辟了新天地，成为该部门的中流砥柱。

此后，换代产品的定价也基本遵循相同的方法。这是上海五菱企业的定价战略，以市长/市场消费者的调查为根本，以竞争车型的价格为参考，最大限度地提高利益。

优点：以低价尽快将产品纳入市场，受到购物者的欢迎。可以降低成本，获得长期稳定的市长/市场地位。

缺点：企业只能获得微利，短期内无法收回本钱。利润期限太长

3，分销战略

上汽通用五陵有柳州和青岛两个生产制造基地，其中柳州总部占地89万平方米，拥有东部、西部发动机三个制造工厂。这决定了公司必须在全国范围内招聘中间商代理销售。在全国范围内，上海通用五菱的产品价格大致相似，这也在一定程度上减少了出品的发生。同时，上海通用五菱在互联网上运营新的分销渠道。例如，尝试“拼车”模式。这在整个业界是史无前例的。

优点：如果成功，不仅可以迅速占领网络销售车的高地，还可以在不断崛起的二手车产业中夺取市长/市场份额。

缺点：打开创新的分销渠道往往意味着更大的风险，如何规范互联网分销渠道，保证售后物流将是一个挑战。

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4、促销策略

作为一款专门服务于大家庭和农村家庭的汽车品牌。五菱宏光不仅价格低，维修费用也少，在车辆销售竞争中占据部分优势，也因为它的实用性强，销量一直领先。此外，五菱宏光汽车还围绕“幸福”为主题，开展了许多营销推广活动，例如：幸福万里行、紧密你的生活、幸福之旅等，这些活动一直延续至今。不仅如此，为了更大的扩大市场，企业还将五菱宏光投资为冠军附属奖励赠送给奥运冠军开启了体育营销的先例。为了博取消客户的关注，还开展了一系列的亲民活动，因为它的定位是低端市场，活动方式也很接地气，引起客户的共鸣，不仅使得品牌内涵得到充实，也能刺激客户的购买欲望。

Today's article

SAIC-GM-Wuling Automobile Co., Ltd. (SGMW), which was formally established on November 18, 2002, is composed of SAIC Motor Corporation, General Motors Corporation of the United States, and Guangxi Automobile Group Co., Ltd. (formerly Liuzhou Wuling Automobile Co., Ltd.) ) The predecessor of the large-scale Sino-foreign joint venture automobile company jointly established by the three parties can be traced back to the Liuzhou Power Machinery Factory established in 1958. The company has four manufacturing bases in China: Liuzhou Hexi Headquarters, Liuzhou Baojun Base, Qingdao Branch and Chongqing Branch, forming a development pattern of north-south linkage and east-west interaction.

1. Multi-product strategy

Shanghai GM-Wuling's product coverage is very wide. Since its official establishment on November 18, 2002, the company has continuously launched new products to meet the different needs of different customers. There are many product categories for cars, mini cars, SUVs, new energy vehicles, and MPVs. Numerous brands cover the high, middle and low-end markets, making Wuling Hongguang, which was originally positioned at the low-end, continue to extend its product market upwards. In the early stage of the launch of Shanghai GM Wuling products, a rapid penetration strategy was adopted to quickly occupy the market with low prices and high promotional expenses. Shanghai GM Wuling was the first mini-car brand to advertise on CCTV, and it continued to sponsor advertisements. Shanghai GM Wuling's "ambition".

Advantages: Users can choose different categories of cars according to their needs, and companies can decide on the future product development and market-oriented and timely addition or reduction of products according to the sales of different products.

Disadvantages: There are many products, which may lead to competition of its own products, and may lead to promotion or unsalable sales of a certain product. Extension of the product may affect the market reputation of the original product.

2. Pricing strategy

Before Wuling Hongguang went public, in order to rapidly expand sales and become a dark horse in the private car sales market, it adopted the market penetration pricing method, which sets the price of new products relatively low in order to quickly attract a large number of customers and increase sales and market share as soon as possible rate. Before the Wuling Hongguang model went on the market, we analyzed consumer demand through market research and analyzed relevant sales volume, pricing and other data of competitors in the same industry. Finally, Wuling Hongguang model went on the market at a super cost-effective price of RMB 44,800 to RMB 60,800 , Created a new world in the MPV market and quickly became the mainstay of this market segment.

After that, the pricing of the new generation products basically followed the same method, based on the research of market consumers, and the price of competing models as a reference to maximize the benefits. This is the pricing strategy of Shanghai Wuling Enterprise.

Advantages: Low price can make the product accepted by the market as soon as possible and welcomed by shoppers. And can reduce costs and gain a long-term stable market position.

Disadvantages: Companies can only obtain meager profits, making it impossible to pay back in the short term. The payback period is too long

3. Distribution strategy

SAIC-GM-Wuling has two manufacturing bases in Liuzhou and Qingdao. The headquarters in Liuzhou occupies an area of 892,000 square meters and has three manufacturing plants in the east, west and engine. This determines that the company needs to recruit middlemen across the country for sales agents. The prices of Shanghai GM-Wuling's products are roughly the same across the country, which reduces the occurrence of merchandising to a certain extent. At the same time, Shanghai GM-Wuling is also developing new distribution channels on the Internet, such as trying to develop a "carpooling" model on Pinduoduo, which is unprecedented in the entire industry.

Advantages: If successful, it will quickly occupy the high ground of Internet car sales, and at the same time, it will be able to grab market share from the rising used car industry.

Disadvantages: Opening up new distribution channels often means greater risks. How to standardize the management of Internet distribution channels and ensure after-sales logistics will be a challenge.

4. Promotion strategy

As a car brand dedicated to serving large families and rural families. Wuling Hongguang not only has low prices and low maintenance costs, it has some advantages in the competition of vehicle sales, but also because of its strong practicability, sales have been leading the way. In addition, Wuling Hongguang Automobile has carried out many marketing and promotion activities around the theme of "happiness", such as: a happy journey, close your life, happy journey, etc. These activities have continued to this day. Not only that, in order to expand the market more, the company also gifted Wuling Hongguang Investment as a champion subsidiary award to the Olympic champion, setting a precedent for sports marketing. In order to remove the attention of customers, a series of people-friendly activities have been carried out, because it is positioned in the low-end market, and the activities are also very grounded, which arouses the resonance of customers, which not only enriches the brand connotation, but also stimulates customers to purchase desire.

翻译来源——Google翻译

参考资料：百度百科

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