Research On The Competitiveness Of Haida Automobile Products Based On Positioning Theory

After nearly 20 years of rapid development,China’s own brand has made remarkable achievements.At the same time,we should also see that China’s own brand products in the market competitiveness,compared with foreign automobile giants,there is still a huge gap.Made in China 2025 policy also requires the automobile independent brand must be from the rough to high-tech content,intelligent interconnection,energy conservation and environmental protection direction.In order to improve the competitiveness of automotive independent brand,this paper aims to help the development and marketing of automotive products.Through the detailed study of positioning theory,automobile consumption psychology and other theories,find out the correct way to evaluate and enhance product competitiveness.It is found that the positioning theory proposed by Jack Trauma,a famous American strategic consultant,has more advanced ideas than the traditional market research methods,and is more suitable for the current market competition environment.Identify key elements for evaluating and improving product competitiveness.It is found that the four key factors affecting consumer purchase behavior are brand competitiveness,price competitiveness,marketing competitiveness and product technology competitiveness.Through field Market Research and analysis,combined with the relevant consumer decision-making theory of Philip Bottler,professor of American economics,and Nicosia,a famous marketing expert,this paper summarizes the four major decision-making processes of consumer car purchase behavior,namely,information attention stage,on-site investigation stage,driving experience stage and review decision stage.The four stages correspond to the mental threshold,the first impression,retaining the mind,winning the mind and so on.Through the study of the relationship between the various factors,the competitiveness model of automobile products is established,and the factors in the model are analyzed quantitatively,so that it can be clearly concluded whether the new automobile products really have market competitiveness.Based on the self-owned brand of Hippocampus,this paper establishes a model of automobile product competitiveness,and puts forward some suggestions for the improvement of the competitor Toyota Canola.The author believes that the automobile product competitiveness research method in this paper can be used to accurately market positioning of the product,so as to clearly identify the advantages and disadvantages of the product.At the same time,through the competitiveness model to quantify the competitiveness of the product,the competitiveness index is obtained,so as to more clearly judge whether the product has enough competitiveness to adapt to the market.Using the research method of automotive product competitiveness,we can deposition the product,and put forward a targeted promotion scheme aiming at a series of quantitative competitiveness indicators,so as to enhance product competitiveness and defeat the opponents.In short,the product competitiveness method studied in this paper can effectively guide the development and marketing of automotive products,and has a certain use value.