| Because of the comprehensive policy support of the state,domestic newenergy automobile companies have made great efforts,and domestic newenergy automobile production and sales have been growing continuously for many years.Affected by the decline of new energy subsidies and its own reasons,the sales volume of new energy vehicles In 2019 was 1.206 million,down 4% year-on-year,the first year-on-year decline in nearly a decade.In the transition from policy-driven to market-driven,whether the sales of new energy vehicles can maintain the growth trend,product homogenization tends to be serious,and structural overcapacity,will be the pain that all new energy vehicle enterprises have to experience.With the booming domestic market for new energy vehicle,consumers have received market education.And their demand for new energy vehicles is not limited to range,charging and power.In the case of multiple pressures and upgrading of consumer demand,how to make a difference in the homogenized competition through positioning,how to occupy the minds of consumers in the new market structure,is worth studying.SAIC ROEWE is an independent brand of SAIC Motor Corporation,formerly known as Rover,entered the domestic passenger car market in 2006 and undertook the important task of saic to build mid-and high-end selfbranded cars.With the strong support of SAIC,the accumulation of its own brand,and the first-mover advantage in the field of new energy vehicles,ROEWE has accumulated advanced technologies and made some market achievements in new energy.In recent years,the competition of new energy vehicles in China has become increasingly fierce.The market growth pressure of SAIC ROEWE is huge.In this case,SAIC ROEWE rapid transformation,released its new R mark,and expect its pure flood into high-end smart brand,The M model,the world’s first integrated cabin interactive 5G mass production car under R,will be officially put on sale soon.SAIC ROEWE competition fully analyzing the need for new energy vehicles,clear M segment of market positioning,M vehicles in many new energy vehicles come to the fore,quickly occupied the hearts of consumers,to gain more market share.This paper takes SAIC ROEWE as the research object.Firstly,it summarizes the current status of positioning theories at home and abroad.Then,combing the status of SAIC ROEWE itself,uses diamond positioning framework to conduct market positioning research:Through the first round of questionnaire survey,new energy vehicle industry segmentation and consumer segmentation,the young middle class in the second and third-tier cities is selected as the target consumers.Through the second round of questionnaire survey and industry analysis,the position selection was carried out to determine the attribute positioning,interest positioning and value positioning of the M model.Through the product,price,place and communication to achieve the position,in order to determine the market positioning of the new energy vehicle M model of SAIC ROEWE,and on this basis to put forward suggestions for the marketing of SAIC ROEWE. |
