Research On Marketing Strategy Of Child Safety Seat Of FAW-Volkswagen

A kind of child safety seat was published to marketing by FAW-Volkswagen(an Automotive Company in Changchun,China)in 2015.This product provides the serves for the children aged 0 to 12 years old.The child safety seat restrains the child in the seat when the vehicle is traveling.The name can be called CRS(Child Restraint System).CRS mainly sold in 4S stores of auto service.The penetration rate of using CRS in China is only 1%,much lower than the 96% in developed countries.Along with the development of the child safety seat industry,the market of CRS is facing the prospect of a spurt in development.There are currently more than 150 products from over 90 brands in the market.However,CRS from FAW-Volkswagen does not open the market and sells poorly.Firstl,draws on marketing theory,this paper analyzes the environment of CRS products from FAW-Volkswagen,including macro environment,micro environment and SWOT,and combines with the market survey questionnaire,analyzes the purchase factors of consumer,obtains the existing issues of marketing strategy,finally,based on the 4P marketing mix strategy,proposes marketing strategy optimization suggestions from product strategy,price strategy,place strategy and promotion strategy respectively.For the product strategy,this paper proposes suggestions that improving the length and width of the product range,adopting multi-brand strategy.For the price strategy,proposed differentiated pricing strategy.For the place strategy,suggested a marketing model combined offline and online to expand the offline market.For the promotion strategy,recommended to increase investment in advertising and staff training.There are four measures are proposed to ensure the implementation of the marketing mix strategy,namely organizational and personnel guarantee,financial guarantee,technology guarantee and process system guarantee.Measures include improving the operational capacity of the organization,managing the budget,increasing investment in R&D expenses and improving the process system.In the fierce market competition,this paper proposes a marketing mix strategy for CRS products that can help FAW-Volkswagen’s CRS improve their competitive advantage and increase product awareness and sales.At the same time,it provides more safety protection for children traveling in cars.