(1) Geely’s brand culture strategy is comprised of four main steps: precise product positioning, targeted product marketing, enhanced customer satisfaction, and construction of a strong brand system. The brand culture strategy serves as the foundation for successful brand positioning. (2) Brand positioning involves three critical steps: identifying the target audience, market segmentation, and targeted marketing to specific customer groups. (3) Implementing a multi-brand strategy is crucial for Geely’s continued growth and success. Through careful analysis of both external and internal factors, Geely should focus on developing a mid-level car brand with a strong brand image. (4) Geely’s marketing strategy focuses on two key aspects of the 4P marketing theory: product and channel. Product marketing includes precision marketing, cultural marketing, value marketing, and experience marketing. Channel marketing involves optimizing dealerships, network marketing, and creating a flat network approach. (5) At its core, Geely’s internationalization strategy centers around building a strong international brand based on their core technologies and products. By optimizing their global marketing channels and creating an international brand presence, Geely can successfully implement their internationalization strategy.
In conclusion, while there may be challenges facing Geely during their development process, by continuing to implement their brand strategies and focusing on core values such as innovation and quality improvement they will have the potential to compete with other global auto giants in the future.
