Research On SUV Marketing Strategy Of DRAC

The automobile industry has always been the pillar industry of the national economy.After years of rapid development,China's automobile industry has reached a relatively stable level in recent years.From the performance of the auto market in 2018,the auto market has even begun to experience negative growth,and the market has become smaller,but the number of players has not decreased,which will undoubtedly lead to more and more fierce competition,since the second half of 2018.The price of the automobile market is falling from month to month,and it is not at the bottom.This winter is particularly cold.On the other hand,when the market declines,the joint venture SUV market performs better than the total market.This is a positive.For Renault,how to stabilize the current sales through the adjustment of marketing strategies is the biggest issue at present.Analysis of target users,solving customer pain points,and timely adjusting strategies,in order to seize opportunities when the market rebounds,highlighting the encirclement,this is also the focus of the company's current work.This paper adopts literature analysis,questionnaire survey and other research methods,through research and analysis of market communication,sales strategy formulation,regional market competition analysis,strategic market improvement and other aspects of literature,based on Renault's development status in the Chinese market and the speciality of sales,explore the impact of current sales The root cause,combined with the current macro and micro market environment,analyzes the advantages and disadvantages of the company and gives an improvement plan for the next development direction.Through the SUV target market segmentation,selection and positioning,the marketing mix strategy is improved from product mix adjustment,channel stability and expansion,price competitiveness guarantee and profit,experience marketing,etc.,and in the personnel security,performance appraisal system,corporate culture In other respects,it guarantees the effective implementation of marketing strategies and improves the competitiveness of Renault in china.Through the research of this thesis,it has played a positive role in the adjustment of marketing strategies.First of all,focus resources,timely adjustments in new product promotion,channel profitability improvement,sales price strategy adjustment,promotion strategy adjustment,etc.,quickly stabilize the market in the short term,and make breakthroughs in product sales.Secondly,through the formation of personnel teams and performance adjustments,the enthusiasm of market sales personnel will be quickly mobilized,the vitality of employees will be stimulated,and various actions will be implemented to effectively improve current problems.Finally,while improving sales,we will achieve effective breakthroughs in the brand,and at the same time consolidate the basic management,paving the way for the sustainable development of the company,and realize the healthy development of the Renault brand in the Chinese market in order to realize the advanced layout of the company's 2022 strategy.