Research On Marketing Strategy Of Child Safety Seat Of H Company

With the rapid development of Chinese economy,automobile industry has been the pillar industry in development of Chinese economy,and China automobile market has developed rapidly.After release of two-child policy in family planning,children safety seat of automobile is facing broad market prospects as the automobile derivative.In the meantime,accompanied by opportunities and challenges,competition is intensifying.Since children safety seat of automobile in H Corporation entered Chinese market,with development in recent years,it has gained a certain market share.But compared with other domestic and overseas brands of children safety seat of automobile,children safety seat of automobile in H Corporation does not have outstanding market performance,and market share has declined.This paper solves how to set marketing strategies to break Chinese market of children safety seat automobile of automobile,researches market environment of children safety seat of automobile in H Corporation,and designs marketing strategies,so as to contribute to the further development of Chinese market for children safety seat of automobile in H Corporation.This paper introduces marketing situation of children safety seat of automobile in H Corporation in Chinese market,and researches the implementation status of marketing strategies with product,price,promotion and place of children safety seat of automobile by means of 4P model.Then it analyzes macroscopic and microcosmic marketing environments in Chinese market for children safety seat of automobile in H Corporation It analyzes the macroscopic environmental factors by PEST model,the microcosmic environment by Porter’s five-force competition model,and consumers’ purchasing demand intention and purchasing behavior.In the meantime,it considers internal factor and public influence of enterprise.This paper improves the design of marketing strategies of children safety seat of automobile in H Corporation.It re-performs market segmentation and targeting and positioning of target market in Chinese market.At the same time,it designs combined marketing concept of 4C and4 R.It constitutes the integral marketing strategies which includes relevancy strategy which focuses on customers’ problem guidance,reaction strategy which focuses on customers’ convenience guidance,relationship strategy which focuses on customers’ communicationguidance,and reward strategy which focuses on customers’ cost guidance.In the end,it puts forward the safeguard measures of implementations for marketing strategies of children safety seat of automobile in H Corporation.Safeguard measures of implementations of marketing strategies consist of reconstruction of the marketing organization structure of H Corporation,perfection of institutional corporate culture,reconstitution of incentive staff policy and assurance of prompt funding guarantee.