Study On Pricing Strategy Of Qoros Automobile Products

With the rapid development of auto industry, China has become the biggest passenger car market. Exactly, the automobile companies all over the world have been building up joint ventures in China, which occupies a major share in Chinese passenger car market. Moreover, private consumption has become a mainstream, and the consumption habits of Chinese consumers as well as their consumption preferences are changing in the meantime. The gradual rise of SUV models makes Chinese SUV become another rapidly growing auto market segment after the overall car market. At present, Chinese automobile brands and joint venture brands have launched SUV models one by one, leading an increasingly fierce market competition.Established in 2011, Qoros is a joint venture founded by Chery and Israel Groups, and pushed out the first SUV type called Qoros 5 in March,2016. With wonderful appearance design, excellent safety performance and stable product quality, Qoros 3 has achieved consistent high praise from domestic and international media and professional organizations. However, because of a shortage of brand impact in auto market, and the high market price and that the combination of product configuration is not reasonable, Qoros 5 has not been recognized by Chinese consumers. Consequently, the market sales remain continuously weak. Faced with the fact that the SUV market has become a "red sea", how to guarantee the profits of Qoros 5 and improve its sales market have become an important subject related to Qoros 5.Based on the reasons above, this thesis firstly introduces the general theory for product pricing combining with a practical instance of automobile product pricing with the help of predecessors' research; Then, it introduces the auto product pricing theory in five aspects, which are respectively the auto price structures, the influencing factors of auto pricing, the procedures, methods and strategies of automobile product pricing; Furthermore, using principles of marketing, economics, brand management, consumer behaviorism and other related theories, this theis analyzes the present situation of Qoros 5 product pricing strategy from the following four aspects:product positioning, pricing targets, pricing strategy and the configuration combination, and the author tries to find out the problems on the pricing strategy of Qoros 5; In addition, it analyzes the market environment where Qoros 5 has been from the macroscopic and microcosmic aspects, and starts a SWOT analysis of Qoros 5 products, serving as bases to improve the product pricing strategy; Finally, as with the Qoros 5 product pricing problems, this paper presents some corresponding suggestions for improving pricing strategy and then naturally draws a conclusion.