Research On Marketing Strategy Optimization Of J Brand V Model

With the continuous improvement of the domestic economy and people’s living standards,people in the process of "eating well and wearing well",also further put forward the requirements to improve the quality of travel,leading to the increasing demand for private cars.The vast rural demand for cars will form an incremental market,and the economy car market will usher in greater development potential.J Brand was established in Wolfsburg,Germany in 2019.It is a new brand established by Volkswagen Group on the premise of fully evaluating the passenger car market and user demand in China,in order to enable a wider range of consumer groups to enjoy German-made cars.Volkswagen Group’s joint venture in China,FAW-Volkswagen Automotive Co.,LTD.,is responsible for the introduction into the Chinese market.J Brand is positioned in the economy market.Together with Volkswagen and Audi,it can meet the driving needs of different market segments.V model,as the first SUV model under J Brand,attracted wide attention from the market and consumers when it was launched in September 2019,with an average monthly sales volume of more than 10,000 units that year.But as competition has intensified,monthly sales of V model have fallen to around6,000 in the last three years.This thesis focuses on the marketing status quo of V model,through collecting and studying relevant literature and theoretical knowledge in the field of automobile marketing,and conducting questionnaire survey on users of V model.It points out the existing problems of V model at the present stage,such as low level of product equipment,low cost performance,unreasonable distribution of sales channels,and lack of communication force of various marketing means.By analyzing the macro and micro market environment and consumers’ purchasing behavior and consumption preference in the economy market,combined with STP and 4P marketing theory,the target market of V model is re-subdivided,selected and positioned,and optimization strategies are put forward from the four dimensions of product,price,channel and promotion,aiming at solving the existing marketing problems of V model.Improve sales performance and market share.At the same time,according to the status quo of the internal operation and management of brand J,the direction to ensure the implementation of the marketing mix strategy is proposed from the perspectives of system,talent,organization and corporate culture.