Great Wall Creative Strategy

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Pages: 13
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Part 1
Part 1: Creative Strategy
Brief Background on the Brand
Great Wall Motor Company Limited is China’s largest privately-owned car manufacturer as well as the first privately-owned Chinese Mainland’s car company to be listed in the Hong Kong Stock Market with 1.7 million HKD. It is famous for its steady development, and it has created lots of outstanding achievements for more than a decade with its strong economic potentiality. So far, Great Wall has been continually selected to the China’s top 500 companies, China Machinery Industry 500 and China’s top 10 private enterprises.

Problem to solve, desired action and change
Great Wall urges people to form the good habit of striving for excellence to solve the problems, and create enterprise culture that making a little bit progress every day. There are hard and fast rules for every operation, every work connection and every procedure, not admitting any deviation. On the other hand, Great Wall can make quick adjustments according to the clients ’ requirements and change of environment with its flexible production operation, because it has solved the connection problem between production and sales. The premise of TPS is the order sales mode which refers to that the company starts the production according to the clients ’ orders, reducing the inventory, the logistics cost and inventory cost. However, it is impractical to perform this mode in Great Wall and the whole automobile industry.

The target audience

From the aspect of application, SUV is sorted according to the leisure, commerce, and production, while pick-up truck is sorted according to production, commerce, and leisure; from the aspect of user’s selection, white-collar class who hopes that the vehicle can be used both in urban and country and place man riding first, carrying cargo second is inclined to choose the economical SUV, while for the businessman and individual business who require that the passenger and cargo can be separated, and place carrying cargo first are inclined to choose pick-up truck.

Pick-up truck is gradually recognized and accepted by people. Multi-function pick-up truck has broader application, for instance, it is more luxury than agricultural vehicle, micro truck and small truck, and more casual than limousine. Besides, it has a powerful engine, as a result, it is ideal for private entrepreneur and family, for it can not only do the business of farm production and light-weight transportation, but also be used as a limousine, being a vehicle when do business and travel. Pick-up truck has eared more and more customers favor with its multi-function, low consume, high reliability, beautiful exterior and comfortable seat. From the aspect of application, SUV is sorted according to the leisure, commerce, and production, while pick-up truck is sorted according to production, commerce, and leisure; from the aspect of user’s selection, white-collar class who hopes that the vehicle can be used both in urban and country and place man riding first, carrying cargo second is inclined to choose the economical SUV, while for the businessman and individual business who require that the passenger and cargo can be separated, and place carrying cargo first are inclined to choose pick-up truck.
Promise overall response
Great Wall has a research team with 2,000 researchers, which shows that Great Wall has input significant investment in research and development innovation. What’s more, it is a place where post-doctoral research center has been set up, and it has successively input more than 800 million to build the experimental center, the car trial manufacture center and mold center. Great Wall never produces low-quality and low-price small car but the high-quality boutique car.
Message delivery
Great Wall makes up the short board between marketing and brand, inviting the nearby clients to visit the ability of producing
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