Kang Shu
ABSTRACT
This study aimed to investigate the relationship between the extent of implementation of marketing strategies at Great Wall Motor Company and the level of brand resonance among customers of its motor products. Employing a convergent parallel mixed-methods design, the research involved 260 participants from Hebei Province. The findings revealed that GWM’s marketing strategies were generally well implemented, with stronger performance in Place and Promotion compared to Product and Price. Brand resonance was consistently rated high across all dimensions, and statistically significant positive correlations were observed between all marketing strategy dimensions and brand resonance components—most notably between Promotion and Loyalty, Place and Engagement, and Product and Community. The study further highlighted several challenges, including gaps in electric vehicle (EV) innovation, weaknesses in premium brand positioning, pricing misalignment, fragmented distribution channels, and culturally disconnected promotional efforts.
Keywords: Brand resonance, marketing strategies, Great Wall Motor Company, automotive sector
https://doi.org/10.57180/lusn4330