Pricing Strategies Of China's Independent Brand Vehicles

After years of development,China has become the world's largest passenger car market,and SUV products have become the high-speed growth point of domestic passenger car market.In recent years,the state has issued a series of policies to promote the development of independent brands,while the concept of "energy saving and emission reduction" and the introduction of restriction and limit policies have brought opportunities for the development of small-displacement SUV market,making the competition of small-displacement SUV market with centralized independent brands more intense.With opportunities and challenges coexisting,car pricing has become an important concern of automobile manufacturers and distributors.How to seize the opportunity,implement effective pricing strategy,win more consumers' recognition and gain a larger market share has become the subject that Chinese independent brand automobile manufacturers need to face.Based on the above reasons,this paper firstly introduces the general theory of pricing strategy on the basis of previous studies and combined with the pricing case of B automobile products,and then introduces the pricing theory of automobile products from the aspects of pricing steps,commonly used pricing strategies and the analysis method of marginal contribution of bicycles;secondly,it analyses the location of B automobile company from both macro and micro environments.Thirdly,using SWOT and STP methods to analyze product marketing strategy,this paper studies the status quo of pricing strategy of B automobile products from two aspects of pricing objectives and pricing strategies,and uses the method of marginal contribution analysis of bicycles to quantitatively analyze the existing problems in pricing strategy.Finally,aiming at the problems found,it chooses pricing objectives,promotes brand image,and so on.The corresponding optimization measures are put forward from four aspects of controlling product cost and choosing pricing strategy reasonably,and the conclusion is drawn.