关于五菱宏光的营销策略分析
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2002年11月18日正式挂牌成立的上汽通用五菱汽车股份有限公司（英文缩写SGMW），是由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）三方共同组建的大型中外合资汽车公司，其前身可以追溯到1958年成立的柳州动力机械厂。公司在国内拥有柳州河西总部、柳州宝骏基地、青岛分公司和重庆分公司四大制造基地，形成南北联动、东西呼应的发展格局。
1、多产品策略
上海通用五菱的产品覆盖面非常广，从2002年11月18日正式挂牌成立以来，公司就不断地推出新的产品以满足不同客户的不同需求。小轿车、微车、SUV、新能源汽车、MPV，产品品类众多。众多的品牌涵盖了高中低端市场，使得原本定位于低端的五菱宏光不断地向上延伸自己的产品市场。在上海通用五菱产品上市的初期采用了快速渗透策略，以低价格和高促销费用迅速占领市场，上海通用五菱是第一个在央视做广告的微车品牌，不停地赞助广告，由此可见上海通用五菱地“野心”。
优点：用户可以提根据自己的需求选择不同品类的汽车，企业可以根据不同产品的销量来决定之后产品的开发以及面向市场并及时增添或削减产品。
缺点：产品众多，有可能导致自家产品的竞争，可能会导致某一个产品的促销或者滞销，向上延伸产品可能会影响原有产品的市场声誉。
2、定价策略
五菱宏光上市前，为了迅速扩大销量并成为私家车销售市场的黑马，因此采用了市场渗透定价法，即把新产品的价格定得相对较低，以便快速吸引大量顾客，尽快提高销量及市场占有率。在五菱宏光车型上市前，通过市场调研分析消费者的需求和分析同行业竞争对手的相关销售量、定价等数据，最终，五菱宏光车型以4.48万元-6.08万元的超高性价比的价格上市，在MPV市场开创了一片新天地，迅速成为该细分市场的中流砥柱。
之后换代产品的定价也基本遵循着同样的方法，以市场消费者的调研为根本，以竞争车型的价格为参考，以达到利益的最大化，这就是上海五菱企业的定价策略。
优点：低价可以使产品尽快为市场所接受，受到购物者的欢迎。并可以降低成本，获得长期稳定的市场地位。
缺点：企业只能获取微利，使得在短期内不能回本。回利期过长
3、分销策略
上汽通用五菱有柳州与青岛两个生产制造基地，其中柳州本部占地89.2万平方米，拥有东部、西部以及发动机三个制造工厂.这就决定了公司需要在全国范围内招募中间商代理销售。在全国范围内上海通用五菱的产品价格都大致相近，这也就一定程度的减少了窜货的发生。同时上海通用五菱还在互联网上开展新的分销渠道，比如在拼多多上尝试开展“拼车”模式，这在整个行业是前所未有的。
优点：如果成功将会迅速占领互联网售车的高地，同时也能从不断兴起的二手车行业抢夺市场份额。
缺点：开创新的分销渠道往往意味着更大的风险，如何规范化管理互联网分销渠道、保证售后物流将是一个挑战。
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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