Automobile marketing plan

Car Marketing Planning Case (6 articles) Car Marketing Planning Case 1

Case background:

BMW’s new BMW Vision ConnectedDrive Premiering in Asia at the Shanghai International Auto Show, the new BMW is more charming, more practical, more information-based, and provides a more innovative driving experience.

Project analysis:

It strengthens the BMW brand’s brand image and personality of innovation, technology, high performance, and pursuit of freedom and quality. Attract target groups to auto show events and promote the new BMW Vision ConnectedDrive car.

Advertising target:

A consumer group with independent and public personality, who like to pursue new things, high technology and enjoy life, who also love cars and have a certain economic foundation, mainly men. .

Advertising strategy:

The advertising for the entire BMW Auto Show promotion case uses iCast floating layer and iCast standard window advertising formats. The large-area display has eye-catching effects, good exposure effects, and complete Match the brand’s personality and needs. The advertising creativity reflects the quality and dignity of the BMW brand. The flowing model lines show the fashion and dynamics of the new BMW, the highly technological design, and the concise and clear advertising slogans also directly play a role in promoting the auto show activities.

Advertising format:

iCast floating layer and iCast standard window

Website selection:

Auto channel and large website of the website

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Overall effect analysis:

BMW Joy’s “Foresee Today, Meet Tomorrow” BMW Auto Show promotion case is presented through iCast overlays and iCast standard windows, and the advertising creativity has both a sense of fashion and technology. This advertising campaign combined with auto show activities has brought nearly 1.5 million exposures to advertisers, which has played a good publicity role in increasing brand exposure and raising product awareness. At the same time, it attracted nearly 50,000 potential users who clicked on relevant links and were interested in the new BMW. Automobile Marketing Planning Case 2

1. Activity Background

Relying on its domestic and foreign brand awareness and reputation, BMW has experienced substantial sales growth over the years and has become well-known; at the same time It has become the ideal and ambition of BMW to provide higher quality services at the right time to meet the needs of consumers, so that people who know how to live can better enjoy life, and to provide the best and most influential services to the market. With the help of charity activities, BMW enters communities and squares and has close contact and interaction with target customer groups. It will attract attention from all walks of life, enhance its brand status, make the brand deeply rooted in the hearts of the people, further gain recognition from consumers, and eventually become BMW Cars' most loyal customers.

2. Purpose of the event

1. Perfectly combine with target consumers’ pursuit of nobility, status, identity, brand, fashion, safety and high taste to satisfy consumers’ needs psychological needs.

2. Taking advantage of the relaxed psychology that people yearn for in summer, launch personalized, fashionable, relaxed and public welfare activities to allow consumers to experience the relaxed mood of summer.

3. Through the combination of brand and public welfare, increase media hype and promote sales.

4. Through a series of activities, we can bring consumers closer to BMW and improve the company’s brand image.

3. Activity focus

1. Targeting customers: pursuing fashionable and noble consumer needs, experiencing the true meaning of life, and highlighting individual taste.

2. Targeting the media: Public welfare activities will attract the attention of many media and become the focus of their publicity, promote consumer purchasing behavior, and create brand atmosphere and product value.

3. For enterprises: Understand consumer psychology, build confidence, strive to achieve great results, and enhance brand image.

4. Targeting the industry: Don’t underestimate it, wait and see, and understand the brand positioning and product functional value.

IV. Effect evaluation

1. After this series of activities, it will bring a qualitative leap to BMW car sales.

The market will have a higher level of clear understanding and impression of BMW cars!

2. It is bound to become the focus of social and media attention. It plays a huge role in establishing the BMW brand image and spreading the brand image!

5. Event time and location (to be determined)

6. Event content

1. "Caring for Children Achieves the Future", jointly organized by BMW and large communities The interactive activities held jointly attracted the enthusiastic participation of many children in the community. With the help of teachers and parents, the children painted their favorite BMW cars - "My Favorite BMW Children's Painting Tour". Give full play to children's imagination and passion for cars.

2. "Quality life ***appreciate the extraordinary"

"BMW Quality Life Noble Night", work with the owners to appreciate the extraordinary, appreciate life, *** Sharing quality life brings success and joy. Cars, wine, Latin performances, and various exhibits were integrated together to create a wonderful event. Share extraordinary moments, deliver quality life, and share the success and joy brought by BMW quality life with all owners.

3. "Test ride and test drive to realize your dream" - BMW's perfect driving sharing event, a one-day in-depth test drive and treasure hunt experience on Conghua roads, allowing customers to experience the performance of the vehicle while adding more elements of relaxation. During this period, various road experiences on urban roads, expressways, highway sections, and rural roads allowed everyone to fully appreciate the joy of driving BMW vehicles. The destination of this drive is Baoqu Rose Garden. The fragrance of the rose garden also adds a bit of warm and romantic fun to the trip.

4. "Wonderful Movies with You ***" plays various blockbusters in theaters, which are loved and welcomed by owners in the community. The open-ended movies give everyone a very warm feeling, although there is no cinema The kind of shock, but what it brings more is memories and the fun of watching it together as a family.

5. Public welfare lectures on car safety

The host and guests will transform professional car knowledge into real cases that are easy for people to accept and understand and pass it on to owners to correct the daily life of drivers and passengers. common mistakes. Having a face-to-face contact opportunity with the owners and bringing the concept of safe car life to the owners means advocating that the owners can live a safer car life while enjoying the fun brought by the car. This event combined interesting safety games and intuitive on-site demonstrations to vividly convey boring safety knowledge to everyone at the event. Automobile Marketing Planning Case 3

Abstract: Shenzhen New Energy Electric Vehicle Group Co., Ltd. is my country’s earliest national high-tech enterprise specializing in the research, development and production of core technologies for pure electric vehicles.

In order to realize the dream of “returning the earth to a blue sky” and the vision of “becoming the world’s most valuable electric vehicle company”, after more than ten years of unremitting independent research and development of the core technology of electric vehicles, Shenzhen In addition to independently owning three core technologies and eight key technologies for electric vehicles including "three major electric vehicles and three small electric vehicles", the Municipal New Energy Electric Vehicle Group Co., Ltd. has also accumulated rich industrialization technology and experience; By the end of 2019, the company had more than 160 patents, including 17 invention patents and European and American patents; the pure electric car cooperated with Jiangling Group at the end of last year has successfully passed the crash test and 15,000 kilometers reliability test, and has obtained the Ministry of Industry and Information Technology 235 batches of announcements were included in the recommended list. At the same time, a comprehensive demonstration pilot project for the promotion and application of new energy vehicles was launched in Foshan, Guangdong on May 11. The first batch of Land Ark pure electric vehicles were officially launched on the road in Foshan, Guangdong.

Land Ark is "the real leader in the field of pure electric vehicles in China"!

Overview of the electric bicycle market

Due to their own characteristics, electric vehicles are convenient, labor-saving, environmentally friendly and fast, and are becoming more and more popular

among consumers. More and more companies are getting involved. According to recent predictions by overseas authoritative institutions, the global car ownership will be close to 1.7 billion vehicles by 2019, and this number will increase by 20% by 2020 and will exceed 1.2 billion vehicles. It is conceivable that if these 1.2 billion cars were connected end to end, they would probably be able to circle the earth several times. Since 2009, China has replaced Japan as the world's second largest new car consumer market after the United States. In 20xx, it will surpass the United States and rank first.

Chinese consumers have huge demand for cars. For a long time to come, the Chinese car market will continue to maintain the fastest development trend in the world. It is also reported that as of the end of September this year, the number of motor vehicles nationwide was 168 million, an increase of 8.26 million vehicles or 5.2% compared with the end of XX. In XX, the number of motor vehicles in the country will exceed 200 million. By 20xx, China's total number of passenger cars was close to 300 million, accounting for more than 30% of the world's total cars at that time. If the number of cars in China continues to rise, the demand for fuel will naturally continue to rise, and the consumption of resources will greatly increase. The development of the traditional transportation energy power system will not be sustainable for the rise of China, a major automobile country. At this time, the rise of electric vehicles has solved this major problem very well.

The marketing concept of manufacturing enterprises

Manufacturing enterprises must use the new concept of big marketing to replace the previous backward marketing concepts, and replace 4P with 4C (replacing products with demand and replacing costs with costs). Price, convenience instead of channels, communication instead of promotion).

Manufacturing companies must cooperate with their customers, dealers, to achieve win-win results and help dealers become bigger and stronger. Specifically, we should cooperate in six aspects to create profits: *** work together to investigate the market, *** work together to select configurations, *** work together to set prices, *** work together to research promotions, *** work together to train shopping guides, and *** work together to provide after-sales service. Serve. When manufacturing companies maintain dealers, they must first maintain the concept, be long-term, operate the brand with dealers, and eliminate short-term behavior; secondly, they must maintain it economically and help dealers make money; thirdly, they must Maintain in the market, use norms and laws to protect the dealer's regional market from damage; fourth, maintain in terms of quality, use training and information to improve the dealer's business capabilities and operational level; fifth, maintain in the team, help dealers Merchants introduce talents and management talents to enable dealers to maintain an efficient team.

Electric vehicle sales model

According to the terminal sales model, the electric vehicle industry mainly includes specialty stores, hypermarkets, small stores, stores in stores, multi-product stores and other forms. Each form has its advantages and disadvantages:

1. Electric vehicle hypermarkets generally gather a dozen or even dozens of brands of electric vehicles, with a large area, usually ranging from a few hundred to A thousand square meters of premises. It has the characteristics of many brands, many customers, good service, and good image, and can reflect the characteristics of "replacing marketing with convenience" in big marketing. Moreover, the quality of the products here is guaranteed, and there is a one-stop service from invoicing to licensing, which greatly facilitates consumers. In addition, various promotional activities are often carried out, which can provide customers with the opportunity to compare products. Each manufacturer can place advertisements on its own company's booth in the hypermarket, distribute promotional materials, and enhance its corporate image.

The main shortcomings of electric vehicle hypermarkets are:

1. There are many varieties of electric bicycles in hypermarkets, and the company's brand is easily overwhelmed and difficult to stand out.

2. Hypermarkets can indeed provide customers with choices, but they can also easily dazzle customers and cause them to lose their ability to judge.

3. There are not many marketing personnel in hypermarkets. Facing many customers, one is equivalent to ten. They are often overwhelmed and have weak shopping guide skills. Others are like store-within-a-store. Each store has a store dedicated to displaying products. Although it looks different from other brands at first glance, it is only a corner of the store after all, and it is difficult to reflect the complete brand image and core;

2. Shop within a shop. Setting up a dedicated area in an electric vehicle hypermarket to sell one brand is a significant improvement over being overwhelmed by dozens of brands, but publicity and shopping guides are still not fully in place.

3. Multi-product stores. Sells multiple electric vehicle brands in one small store.

4. Electric vehicle store. A store specializing in selling electric vehicles of one brand, with an area of ??more than 80 square meters. Generally, specialty stores have unified store design, unified decoration, unified advertising promotions, unified POP pendants, and unified promotional pages, which play a very important role in enhancing the manufacturer's excellent image and brand building. Of course, the investment in specialty stores is relatively large, requiring manufacturers and dealers to have a strong financial foundation and modern marketing management. Automobile Marketing Planning Case 4

1. Activity Theme

In order to enrich campus life, enhance awareness of exercise, and improve students' enthusiasm.

An automobile marketing competition will be held hosted by the Student Union of the Youth League Committee of the Department of Mechanical and Electrical Engineering.

2. Activity Goals

The aim is to spread marketing concepts, enrich campus life, strengthen students’ marketing planning capabilities, and guide a positive university life through this activity. Give students a platform to express themselves, stimulate their interest in learning, and create a good campus learning atmosphere.

3. Competition time and location

1. Competition time: to be determined

2. Competition location: to be determined

4. Competition process

1. Team display (name, slogan, member introduction, team advantages)

2. Product introduction

3. Marketing environment analysis (market conditions, market Prospects)

4. Marketing strategy (product positioning, sales strategy)

5. Judges’ questions

6. Scoring

5. Participants

1. Participants: All students majoring in Automotive Repair of the Department of Mechanical and Electrical Engineering

2. Sponsor: Student Union of the Youth League Committee of the Department of Mechanical and Electrical Engineering

3. Undertaken by Unit: Youth League Committee of the Department of Mechanical and Electrical Engineering, Student Union Culture and Entertainment Department

4. Sponsoring unit:

6. Work Arrangement

1. Preliminary publicity: The Propaganda Department will issue the car Provide specific notices for marketing competitions, write broadcast scripts and electronic versions for publicity, and the Letters and Complaints Department assists in publicity.

2. Registration Arrangements

The person in charge of this competition will hold a meeting of the freshman and sophomore squad leaders to arrange the registration for the automobile marketing competition. Participants should register with the squad leaders of each class. Finally, the person in charge of the competition will collect the list.

3. Competition arrangements

a. Direct finals

b. Time: to be determined; location: to be determined

7. Activity preparation:

Culture and Entertainment Department: overall responsible for event planning, assistance from various departments

Propaganda Department: related publicity of the event - issuing posters

The Secretarial Department is mainly responsible for:

a. Responsible for the notification and arrival of contestants

b. Responsible for applying for training rooms and related competition equipment

The Science and Technology Department is mainly responsible for: taking photos of contestants on the same day Venue music.

The External Relations Department is mainly responsible for: soliciting sponsorship: please contact the Culture and Entertainment Department for specific sponsorships.

The Youth Association is mainly responsible for: on-site order issues and ensuring the smooth progress of the game.

The Life Department is mainly responsible for purchasing items needed for the competition.

The Letters and Complaints Department is mainly responsible for: assisting the Propaganda Department in publicity.

Other departments that have not arranged work will be notified separately according to actual needs

8. End of the game

1. Calculate the scores of each group of players

2. Read out the competition results

3. Award certificates and prizes

4. The Propaganda Department and the Letters and Complaints Department will conduct post-match publicity

9. Award setting< /p>

1. The competition results are determined by ranking based on the total score. The competition has first prize, second prize and third prize. Each winner can receive a certificate and prize.

2. If funds permit, winning prizes, etc. can be set up.

10. Activity budget

1. Purchase 12 certificates

2. Selective purchase of prizes based on funds

11. Activity process and specific matters

1. During the registration stage, the Culture and Entertainment Department is responsible for organizing.

2. For practical operations, the secretarial department is responsible for applying for classrooms and equipment, and the invigilator will make specific requirements for candidates before the exam.

3. Please refer to the specific notice for competition regulations and assessment methods. Automobile Marketing Planning Case 5

1. Purpose of the event

1. Handan Shengchang Great Wall Automobile 4S Store has always advocated the business philosophy of "customer-centered, service-oriented".

This marketing activity was used to attract target customers to the maximum extent, so that the good image of Handan Shengchang Great Wall Motors 4S Store was successfully rooted in the minds of the public, and practical actions were used to build bridges of spiritual connection.

2. In fact, the most important role of event marketing is not only promotion, but becoming "a new window for the company's external publicity". Through this window, model promotion has been effectively promoted, and brand promotion has been further promoted. extend.

3. It is impossible to achieve immediate results in sales by organizing activities. A wise target positioning should be to make these people who participated in the activity say, "When one day they want to buy a car, we will be the first one they think of." . ”

4. At present, models in the same price range are very close in terms of performance and configuration. It is difficult to compare the superiority of models in the same price range purely based on performance and other indicators. Therefore, in order to gain an advantage in sales, in addition to the popularity and reputation of the car brand, the services provided by dealers and the recognition of car culture have also become key indicators for consumers.

5. Through the cultural and preferential activities of the Handan Shengchang Great Wall Motors 4S store, it is truly beneficial to the people, reaches a prosperous, enthusiastic and attractive level, and creates a greater momentum.

2. General strategy of the event

1. Focus on the culture and preferential activities of Great Wall Motors to highlight "Easy Car Buying in New Danlan", and launch a series of car brands around this The event caused a major and strong response.

2. This event is targeted and continuous. Through interesting and beneficial activities, it brings together car enthusiasts and people interested in buying cars, creating a warm and good atmosphere.

3. Activity characteristics

1. 1-2 Great Wall Motors brands are regularly selected to hold activities at Xindanlan Plaza every week.

2. The activities are diverse and exciting, including competitions, new car launch ceremonies, lectures, free testing, etc., forming a weekly theme to arouse the interest of the public and enable marketing to directly reach the target consumer group.

3. The combination of culture and discounts can easily generate interest and desire to participate.

4. The powerful combination of the three main and co-organizers can enable the activities of the Handan Shengchang Great Wall Motors 4S store to be reported and publicized in a timely and accurate manner, while enhancing the image of Handan Shengchang Commercial Enterprises. At the same time, it also increased the actual sales volume of Great Wall Motors.

IV. Theme week activity planning ideas and content

Week 1: Great Wall Lingao

1. Based on the avant-garde, tough and futuristic appearance of Great Wall Lingao , the first week of activities took the "Avatar" reality show as the theme, finding a common point between agility and futurity, as a focus to attract the audience.

2. The on-site commentators also act as hosts. While explaining the Great Wall Ling Ao, they can well control the atmosphere and incite emotions.

3. Prepare for instant photos. Customers who are interested in buying a car leave their name and contact information, and then they can take a photo with Ling Ao and the "Avatar" model. The photos will be taken as a souvenir for the customer, and the car information will be included. .

4. Models on the catwalk, opposite to Ling Ao’s fashionable and avant-garde appearance, attract this group of people.

5. On-site event planning

1. On-site layout of 4mx8m background board "Close to 'Avatar' - Great Wall Ling Ao has an appointment with the future" people-friendly activities

2 . Set up parasols, tables and chairs, pens and paper behind the background board. Interested customers can leave their contact information and names.

3. Male and female models dressed as "Avatars" stood beside the car, changing postures under the explanation, and enthusiastically taking photos with customers.

4. Models walked in New Danlan costumes

Activity process

1. 10:00 background board, red carpet, stage, parasols, tables Chairs, pens and paper, gift carts and staff are in place.

2. At 10:30, the sales staff informed the audience about the event content and the discounts and gifts for today’s car purchase. They also explained that the Avatar reality show will appear and they can take photos with the audience. Audiences who take photos will leave their contact information.

3. The Avatar reality show debuted at 11:00, leading all the beautiful models onto the stage. After the appearance, they walked to the car and stood next to the car.

4. 11:10 During the show, five models wearing fashionable little dresses are walking on the catwalk. The sales consultant on the side will introduce the store that provides the dresses. The commentary can combine the fashionable clothes with the characteristics of Ling Ao.

5. The first show ends at 11:30. The model will stand next to the car. The sales consultant can continue to introduce the car model and today’s activities and encourage the audience to take photos with the model.

6. The second fashion show starts at 12:00 and the process is the same as 4

7. The morning show ends at 12:30

8. The afternoon show ends at 2:00 Start

　9. 2:10 The sales staff informs the audience about the event content and the discounts and gifts for today’s car purchase. They also explain that the Avatar reality show will appear and they can take photos with the audience. Those who take the photo will leave their contact information.

10. The Avatar reality show debuted at 2:30, leading all the beautiful models onto the stage. After the appearance, they walked to the car and stood next to it.

11. 2:40 Five models wearing fashionable little dresses are walking on the catwalk. During the show, the sales consultant on the side will introduce the store that provides the dresses. The commentary can combine the fashionable clothes with Lingao's characteristics.

12. The first show ends at 3:00. The model stands next to the car. The sales consultant can continue to introduce the car model and today’s activities and encourage the audience to take photos with the model.

13. The second fashion show starts at 3:30 and the process is the same as above

14. The model and Avatar reality show ends at 4:00 and can stand next to the car until 4:30 with the audience. Audiences who leave their contact numbers will take a group photo and receive small gifts

The event ends at 15. 4:30

Note: You can interact with the audience between each show

Make some games to answer questions and give gifts Car Marketing Plan 6

Foreword

As we all know, in 20xx, China's automobile production exceeded 10 million units for the first time, becoming the second largest automobile manufacturer after the United States and Japan. The third country with an annual automobile production of over 10 million vehicles. Today, as the global automobile industry structure faces adjustments, the huge potential of China's automobile industry, its sustained and stable growth curve, and its comprehensive automobile R&D and production system have become highlights of the global economy. With the introduction of policies such as energy environmental protection and automobile consumption tax adjustments, my country's small-displacement models will become the focus of attention in the domestic automobile market. The Beijing Auto Show and Shanghai World Expo in 20xx have made low-carbon environmental protection the focus of people's attention. In the overall environment, small-displacement cars such as mini sedans have become popular in the domestic automobile industry.

As a new member of Changan Automobile's mini sedan, Benben MINI was launched in Chongqing on March 17, 20xx, and was launched across the country in the following two months. The launch of Benben MINI forms the "I Love MINI" car series combination with the previous Benben I and Benben LOVE, and enters the mini-car market with a more complete brand lineup.

Benben MINI mainly targets consumers born in the 1980s and 1990s, young and fashionable young people who have just graduated from college or have just started their careers. In order to better cater to the target consumers, the model names are corresponding to the classic games, creating Miracle Yellow (Miracle), Thunder Gray (Thunder Team), Sword Blue (Legend of Sword and Fairy), Kart Golden (Kart Racing) ), Tornado Orange (Quick Fighting Tornado), Elf Purple (Warcraft - Night Elf) and other professional terms for car colors.

Benben MINI takes "SHOW authenticity" as its appeal, meets the needs of young people to express themselves, and uses the rich colors of the car model for car color marketing, forming a difference from other competitive products.

The following will explain in detail the Changan Benben MINI automobile online marketing promotion plan from July to August 20xx through six parts: market analysis, advertising strategy, advertising tactics, advertising performance, media placement and advertising effect prediction. .

1. Market Analysis

(1) Introduction to Mini Cars

1. Definition

A mini car is an A00 class car with a wheelbase Generally, it is between 2 meters and 2.2 meters (of course, there are some special models that are outside this range, and they obviously belong to the mini-car category), and the engine displacement is generally less than 1L. In view of the fact that many cities currently restrict the registration of models with a displacement of less than 1.0L, the current mini-car lineup basically defaults to models with a displacement of less than 1.4L. The default price is generally around 30,000-50,000 yuan.

2. Advantages of mini-cars

The advantage of mini-cars is that they are smaller in size, suitable for shuttling in congested urban roads, and it is more convenient to park and find a parking space than ordinary vehicles. In addition, the price of mini-cars is usually lower, the cost of daily maintenance is not high, and the fuel consumption is low. They are especially suitable for working-class people or first-time car buyers for transportation needs.

3. Main measurement indicators

Generally speaking, there are four main indicators to measure whether a small-displacement vehicle is advanced or not: power per liter (i.e., measured by 1 liter of displacement) The maximum power of the engine under standard conditions), the lowest fuel consumption under urban conditions, exhaust emissions, and collision safety.

(2) Market environment analysis

1. Macro marketing environment of mini cars

Economic situation: According to statistics from the China Association of Automobile Manufacturers, in the first half of 20xx, Sales of economy cars below 1.5 liters totaled 722,500 units, accounting for 58.84% of total car sales. In order to seize market share, domestic and foreign automobile manufacturers have changed their strategies and begun to seize the mini-car market that they previously looked down upon. According to statistics from the China Association of Automobile Manufacturers, from January to September 20xx, my country's passenger car production and sales exceeded 7 million units, a year-on-year increase of 37.93% and 41.90%. Among them, passenger cars with a displacement of 1.5L and below performed the best, with a cumulative sales of 5.0608 million units, accounting for 69.89% of the total passenger car sales, and the market share reached the highest level in history. Against the backdrop of the economic crisis, the automobile industry, as one of my country's top ten revitalized industries, has received support from the government, allowing Chinese automobiles to shine uniquely when global automobiles are sluggish.

Cultural environment: Environmental protection is currently becoming a national consciousness as a kind of culture. The 20xx Beijing Auto Show with the theme of "Imagining a Green Future" and the Shanghai World Expo "Better City Makes Life" both reflect the development of environmental protection culture in our country. At the same time, encouraging the development of small-displacement mini-vehicles is also an important way for the country to build a harmonious society and sustainable development, and to reasonably guide citizens' consumption.

Policy support:

1) In the "Opinions on Encouraging the Development of Energy-Saving and Environmentally-Friendly Small-Displacement Vehicles" jointly issued by the National Development and Reform Commission and six other departments, it also puts forward requirements for energy conservation. . Said, "Actively promote the implementation of the national standard "Passenger Vehicle Fuel Consumption Limit" and control the development of high fuel consumption vehicles from the source, which is conducive to the development of small-displacement vehicles.

　2) Fuel tax Reform: The institute decided to implement the tax and fee reform on refined oil products starting from January 1, 20xx, cancel six charges such as highway maintenance fees that were originally collected in addition to the price of refined oil products, and gradually and orderly cancel the tolls on secondary roads for government loan repayment; at the same time, it was decided that, The unit tax on gasoline, diesel and other products will be increased to varying degrees. Therefore, small-displacement and low-fuel-consumption products will occupy a competitive position, thus greatly promoting the development of the small-displacement vehicle market.

3 ) Purchase tax halved: From January 20 to December 31, 20xx, the vehicle purchase tax will be levied at a reduced rate of 5% on passenger cars with a displacement of 1.6 liters and below. The purchase tax halve policy will promote the development of the small-displacement vehicle market. Sales increased.

4) Cars going to the countryside: The state encourages farmers to buy cars and provides varying degrees of subsidies for farmers to scrap three-wheeled vehicles and low-speed trucks and replace them with light trucks, and purchase minibuses and motorcycles. . The current policy is mainly aimed at micro-business, but some micro-car brands have followed suit, and companies have converted promotions into subsidies for promotion and dissemination. It is foreseeable that the policy of cars going to the countryside will not only affect the micro-car market in the short term. Sales behavior and even changes in the sales channels and patterns of micro-business and even micro-cars

2. Micro market analysis

From September 20xx to August 20xx, A-class car owners. The sales volume is 2,707,498 units. According to the internal standards of the mini-car market, mini-cars are divided into three grades: high, medium and low. After analyzing the sales in each province and city, it is concluded that the current main sales of mini-cars are in first- and second-tier cities. , but sales in third-tier cities are rising. The top ten provinces in terms of mini-car sales in the country are Jiangsu Province, Shandong Province, Guangdong Province, Zhejiang Province, Beijing, Hebei Province, Sichuan Province, Henan Province, Liaoning Province, and Hunan Province. See Table below. ;