| Since the reform and opening up in 1978,China’s economy has been undergoing sustained and rapid development.The automobile industry,as a symbol of the improvement of the happiness index in the national economy and the rapid development of the economy,has played an irreplaceable role in the pillar industries of the national economy However,since 2018,as the automotive industry market transitioned from a seller’s market to a buyer’s market,overcapacity has generated,and consumers’ demand for product functions and values has increased,making the automotive industry ushered in 20 years.The decline for the first time,and this decline continued into 2019,is expected to continue to decline in 2020.As a wholly-owned subsidiary of YQ Group,C Automobile Company has grown into the main battlefield of the Group’s autonomous vehicles after years of development.It has launched many models such as B series and X series for many years.Among them,in 2014,with the excellent performance of its X series SUV X80 models and B series B50 models,that year hit a peak of 180,000 annual sales.However,sales in 2015 fell sharply,and its main sales models fell across the board.The main reasons are as follows: First,the models being sold do not meet the needs of today’s automotive market;second,the market-leading models have not been accurately positioned;third,while the main-market models are selling well,there have been no iterations of replacement products Fourthly,in terms of price,there is no clear distinction between the main sales model and the joint venture model,resulting in a decline in brand power and a sharp drop in sales.At present,C Automobile Company urgently needs a new model that meets the market positioning,has market competitiveness and consumer tastes,provides a powerful guarantee for entering the million-car class in 2022,and restores the brand’s majesty.This article through effective analysis of C car sales company’s sales situation and marketing measures and market performance in recent years,while affirming the vigorous efforts made by C car sales company after 2014,at the same time,from an objective point of view,dig deeper into the decline in sales Reasons,fully find the existing problems,and combine the current market performance and future market trends,identify factors including insufficient brand power,weak premium ability,low channel number and ability,incomplete coverage,etc.Comprehensive consideration of the market sales performance and overall situation of various competitors in the automotive industry,the characteristics of the target market,the main needs of characteristic users,the main performance of competitors in various market segments,etc.,formulated the market impact plan for the upcoming model Pentium T77 pro Ensure the warm-up before the market,market pricing,and post-listing strategies to ensure the increase in market share.Using STP marketing theory to subdivide the A0 level SUV market,the brand positioning and market positioning of the T77 pro model were accurately found.Using 4P theory,make in-depth analysis from the four aspects of product,price,channel,promotion,etc.,find a breakthrough,and provide guarantees from 5 aspects of employee team building,product quality assurance,channel strengthening management,customer relationship maintenance,corporate culture construction Measures to ensure the implementation of marketing strategies for brand models.The research in this article has certain practical significance for the future and future product listing of C Automobile Sales Company,ensuring sales volume,creating explosive models,and increasing market share. |
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