Research On Marketing Strategy Of 'Good Baby' Car Seats Based On 4V Theory

In the past two years,the concern of children's seat safety and market development in China has increased year by year.On the one hand,through propaganda,guidance,legislation and other means,residents' travel safety awareness has increased,and it has become a trend to equip children with child seats.At the same time,China's automobile sales have increased,car ownership has increased geometrically.Under the dual effects of the two-child policy and the upgrading of household consumption,good news has been brought to the development and growth of the children's seat market.But at the same time,it also accelerates the speed of foreign brands entering the baby industry in China.In the child seat industry,the potential is great,the threshold is low,and the standards are few.Domestic manufacturers have entered in succession.With the impact of foreign brand marketing,the child seat Market in China is also facing a fierce competition pattern.This paper takes the marketing of good children's seats as the research object.According to the ideas of raising questions,describing the current situation,revealing problems,analyzing problems and solving problems,the marketing strategies of good children's seats based on 4V theory are studied by using the methods of literature research,case analysis,questionnaire survey and individual interviews.Specifically,the full text first puts forward the marketing strategy of the good child seat studied,combs the previous marketing strategy literature,elaborates the development and evolution of marketing theory and 4V marketing theory;then combines the marketing situation of the good child seat company,launches the analysis of its marketing environment;and then based on 4V marketing theory.Discusses the current situation,problems and causes of good children's seat marketing,and finally puts forward 4V theory strategy of good children's seat marketing.After the full-text research,this paper forms the following main conclusions:(1)Through the analysis of the marketing environment of good children's safety seats,good children's safety seats are generally facing a better marketing environment;(2)Through the investigation of good children's seat marketing,it is found that customers have differentiated and functionalized marketing of their children's seats.The evaluation of value and resonance is not very high,which indicates that the company has realistic deficiencies in the above 4V theoretical elements;(3)After revealing the problems existing in the marketing of children's seats in Good Children's Company,it has some problems,such as the marketing differences are not obvious,the marketing functions are not rich,the marketing value is insufficient,and the marketing resonance is not prominent.It is in a disadvantageous position in marketing;(4)Through the analysis of the reasons for the marketing problems of children's seats in Good Children's Company,ignoring the diversity of marketing methods of children's seats,lacking correct understanding of the integration of marketing functions,Limited marketing channels,lack of marketing perception and experience are the causes of the marketing problems of children's seats.The main reasons are:(5)In order to improve the marketing level of children's seats,based on STP analysis,specific 4V marketing strategies are put forward,including differentiation strategy,functionalization strategy,value-added strategy and resonance strategy.