Research On Product Positioning Of Passenger Cars Of Jiangling Group

China's automobile industry started late and its technology accumulation is relatively backward compared with developed countries.However,China's automobile industry has always been a national key development project.Jiangling Group,as an old brand automobile manufacturer in China,is also an important state-owned automobile enterprise.In recent years,the development situation of passenger cars in Jiangling Group is not good,mainly because of the inaccurate positioning of passenger cars in Jiangling Group and the factors that can not meet the needs of consumers.Therefore,if Jiangling Group passenger cars want to continue to gain a foothold in the market,they need to solve the problem of Jiangling Group.The positioning of passenger car products.Firstly,this paper introduces the research status and achievements of positioning theory at home and abroad.The research of positioning theory at home and abroad provides a scientific theoretical basis for this paper.Then,it uses STP target positioning model to study the positioning problem of passenger car products of Jiangling Group.The main research methods are literature research,case study,investigation and interview.In the chapter of competitive environment analysis of passenger cars in Jiangling Group,the development status of passenger cars in China is briefly described,then the general situation of passenger cars in Jiangling Group is analyzed,and the political,environmental,social and technological factors of passenger cars in Jiangling Group are analyzed with PEST model.Then the reasons for the gradual increase of concentration of the automobile industry in China are explained.The competition pattern of passenger car market in China is introduced,and then the competition situation matrix analysis is carried out according to the competition pattern.Finally,the future development trend of China's automobile industry is briefly introduced.Secondly,the positioning of passenger cars in Jiangling Group is analyzed.Firstly,the advantages and disadvantages,opportunities and threats of passenger cars in Jiangling Group are analyzed by SWOT model.Then,the internal and external factors of Jiangling Group are quantitatively analyzed.Then,the SWOT matrix analysis of passenger cars in Jiangling Group is carried out considering all the influencing factors comprehensively,and the correlation is obtained.In conclusion,the corresponding development strategies are put forward.At last,the status quo of passenger car positioning in Jiangling Group is analyzed.Firstly,relevant research data are collected through the market research of Jiangling Group passenger car and Changcheng Harvard H6 product positioning.It is found that the product positioning of Jiangling Group passenger car is not clear,and the product does not really grasp the real needsof consumers.Then,the product positioning of Jiangling Group passenger car is found through comparative analysis of relevant research data.The reasons for the problems in product positioning of passenger cars in Jiangling Group are also analyzed.Thirdly,it elaborates the method of re-positioning passenger cars of Jiangling Group.Firstly,it introduces the principles and objectives of product positioning.Then,through comparative analysis with competing brands,it determines the target market positioning as the middle and low end of domestic brands.It also investigates and analyses the demand of consumers for car purchasing,and finds that consumers pay more attention to appearance,interior decoration,space and comfort when purchasing cars.Therefore,Jiangling Group passenger cars should focus on these needs of consumers in terms of product demand positioning,and then carry out product differentiation positioning of product quality differentiation,product price differentiation,product characteristics differentiation.It is difficult for products without differentiation with competitors to stand out in the automotive market.Then the concept of product channel positioning is put forward.It is suggested that Jiangling Group not only maintain the existing product channels,but also expand new product channels,and enrich the marketing means of products.Finally,this paper lists the recent trends and policies of the automobile market: new energy trends,national emission standards,and “automobile going to the countryside” policy,hoping that Jiangling Group will benefit.With the policy advantages,we should take the lead in launching the new car models which are re-positioned accurately to the market,and increase the market share under the new policy.Finally,after the re-positioning is completed,this paper puts forward the corresponding product positioning safeguard measures,mainly including how to strengthen talent training,increase investment in enterprise research and development,strengthen enterprise brand culture,strengthen department coordination and coordination,etc.The purpose is to enhance the comprehensive strength of Jiangling Group after product re-positioning,in order to ensure product positioning measures.The implementation of the implementation,so that the new product positioning can quickly adapt to the market,help Jiangling Group to solve the problem of inadequate product competitiveness.At the end of this paper,the conclusion of product positioning of passenger cars in Jiangling Group is given,and the relevant suggestions and prospects are put forward.Jiangling Group passenger car product positioning research can help Jiangling Group passenger car in the domestic automobile market to find a correct positioning,change the current Jiangling Group in the passenger car market blindly put products,blind pricing,blind marketing a series of problems,this paper also hopes that Jiangling Group through product repositioning can be inthe domestic highly competitive automobile market upstream,in many countries.Mainstream automobile manufacturers in China can improve the competitiveness of their products,accurately positioning,and obtain high-quality customer groups that meet their own product needs.Through the accumulation of market reputation for a period of time,it gradually changes the current situation of weak brand,low product strength and inaccurate product positioning,and achieves better market performance.