北京现代汽车有限公司ix25车型营销策略研究 随着我国宏观经济持续快速的发展，同时国家汽车购置税政策的更新变化， 在这两个方面因素的促进与影响下，近些年我国乘用车市场销售量呈现连年持 续性增长。特别是SUV-L（小型运动型多用途汽车）级别这个细分汽车市场，在 近几年呈现着持续性的快速的大幅增长。短短几年，我国SUV-L级别市场的销 售占比从2013年的10%已经达到了2017年的25%。根据全国乘用车市场联合会 的预测，这种增长的趋势将在未来长期的持续。北京现代汽车正是预测到了这 个市场的发展前景，在2014年发布并推出了ix25车型这款全新的产品，进入 到SUV-L级别市场，并且在上市后获得了广大消费者的一致认可，取得了超出 预计的骄人的销售业绩，成功的完成了北京现代品牌入主SUV-L级别市场的任 务。 但是，在稳定增长的乘用车市场环境下,各大汽车品牌均关注到了这一点， 不断的推出新车型涌入市场，加入竞争，因此，我国的乘用车市场形成了非常 激烈的市场竞争态势。特别是在SUV-L级别这个市场中，各品牌的竞争更加激 烈，已经进入白热化。随着其他合资品牌竞争新车型的不断上市及自主品牌新 车型的快速崛起，这些竞争车型对北京现代ix25车型带来的营销冲击是非常大 的，ix25车型的销售量受到了严重的影响，销售量连年持续下滑，市场占有率 连年大幅下降，直至2017年“萨德”事件的爆发，导致北京现代ix25车型的 销售量跌入了谷底。 本文主要对北京现代汽车有限公司进行简要的介绍，对北京现代ix25这款 车型产品进行简要的介绍，对当前中国乘用车市场的变化形势进行分析，对 SUV-L级别市场增长态势进行分析，通过产品生命周期理论对北京现代ix25车 型的目前的营销状况进行分析，认清其当前的营销形势，找出ix25车型目前存 II 在的营销问题。同时，对北京现代ix25车型所处的营销环境进行分析，应用SWOT 分析法对北京现代ix25车型进行全面、系统和准确的研究，分析出ix25车型 目前营销状况相应的结论。最后，根据以上的分析与研究结果，利用STP理论 重新研究北京现代ix25车型的市场细分，对ix25车型的目标市场重新进行选 择，对ix25车型重新进行市场定位，通过4P理论方法，从产品、价格、渠道 和促销这四个方面针对北京现代ix25车型进行新的营销设计，研究新的营销策 略，制定出一套营销方案，并且研究ix25车型的营销策略实施保障。希望通过 本文的分析与研究的营销策略，能够帮助北京现代汽车有限公司有效的提升 ix25车型的终端销售量，提升市场占有率，有效的帮助其解决目前遇到的销售 量难以提升的困难。同时，希望能够给北京现代汽车有限公司在SUV-L级别市 场的产品营销中，提供一些参考和增加一些建议。 关键词： 乘用车市场，SUV-L级别市场，ix25车型，营销问题，营销策略 III ABSTRACT Research on Marketing Strategy for the ix25 Mode of the Beijing-Hyundai Auto With the sustained and rapid development of China's macro-economy and the transformation of the national automobile purchase tax policy, the sales volume of China's passenger car market has been continuously increasing in recent years under the promotion and influence of these two factors. Especially the SUV-L (small sport multi-purpose vehicle) level of this segment of the automotive market in recent years, showing a sustained rapid growth. Especially the SUV-L (small sport multi-purpose vehicle) level of this segment of the automotive market , showing a sustained rapid growth in recent years. In just a few years, the sales of SUV-L level market in China has reached 25% in 2017 from 10% in 2013. According to the prediction of the National Federation of Passenger Car Market, this trend of growth will continue for a long time in the future. Beijing Hyundai Automobile is forecasting the development prospects of this market, in 2014 it released and launched the ix25 model. The ix25 went into the SUV-L market, and has won the unanimous recognition of the broad masses of consumers after the company was listed. It has achieved outstanding sales performance beyond expected and successfully completed the task which the Beijing Hyundai was entering the SUV-L level market. However, with the stable growth of the passenger car market, major automobile brands are concerned about this point. They constantly introduce new models into the market and join the competition. Therefore, China's passenger car market has formed a very fierce market competition situation. Especially in the SUV-L level market, the competition among the brands has become more intense and has already become hot. With the new models have been public by other joint-venture brands and the rapid rise of new models of independent brands, these competing models have a great impact on the marketing of Beijing Hyundai ix25 models. The sales of ix25 models IV have been seriously affected. The sales have continued to decline year after year, and market share has sharply declined. Until the outbreak of the "Sade" incident in 2017, the sales of Beijing Hyundai ix25 model have fell to a trough. This paper mainly introduces the Beijing Hyundai Automobile Co., Ltd. and the Beijing Hyundai ix25 briefly. It analyzes the changing situation of China's passenger car market, and the growth trend of SUV-L class market. This paper analyzes the current marketing situation of Beijing Hyundai ix25 through product life cycle theory, and recognizes its current marketing situation, and finds out the existing marketing problems of the ix25 model. Furthermore it analyzes the marketing environment of the Beijing Hyundai ix25 and the it is used to make a comprehensive, systematic and accurate study of the Beijing Hyundai ix25 model with the SWOT analysis method. It also analyzes the corresponding conclusions of the current marketing situation of the ix25 model. Finally, according to the above analysis and research results, the paper is using the STP theory to research the market segmentation of Beijing Hyundai ix25. It selects the target market for ix25 models again. It designs the new marketing of Beijing Hyundai ix25 through 4P theory and method. It is carried out from four aspects: product, price, place and promotion. It is hoped that through the analysis and research of this paper, the marketing strategy can help Beijing Hyundai Automobile Company Limited to effectively enhance the terminal sales volume and increase the market share of the ix25 model. It helps to solve the current sales difficulties. At the same time, I hope the paper is able to provide some reference and add some suggestions to the Beijing Hyundai Automobile Co., Ltd. in the SUV-L level of marketing products.