Discussion On Automobile Q’s Marketing Transformation And Upgrading Strategies And Strategies

In recent years,with the rapid development of China’s national economy,people’s living standards have been greatly improved,consumer demand has been constantly raised,and consumption structure has been upgraded.In the automobile industry,which is increasingly related to resident trip,consumers’ demand of automobiles also shows a rising trend.The production and sales of domestic automobile market have a rapid growth,China has been the largest automobile consumer market for eight years,and successfully getting into the rank of the most influential automobile consumer countries in the world.In the domestic automobile market,self-owned brand automobile enterprises gradually acquire market share with lower price and good quality,breaking the strong position of foreign brand automobile in occupying the Chinese market.Furthermore,with the improvement of consumers’ views on domestic automobiles,domestic brands are facing good market opportunities.With the developing trends of new energy and intelligent automobile,domestic automobile enterprises even have the opportunity to seize the opportunity to win the competitive advantage in the future.However,through the analysis of the sales in the segment market and quality evaluation ranking of automobile enterprises,it is found that automobile Q,as the leading enterprise of domestic self-owned brand and the pioneer of independent research and development,has once become the first choice for consumers to buy automobiles.Automobile Q has promoted the development of Chinese automobile industry and resisted the oppression of foreign automobile prices,so as to make automobiles an affordable vehicle for ordinary consumers.However,in recent years,with the continuous expansion of Chinese automobile consumption market,sales of other domestic brands and joint venture brands have increased substantially,while sales of automobile Q have not risen or even declined,gradually followed by other independent automobile companies.After spending tremendous manpower,capital and material resources,its independent brand Kangyi as well as its joint venture brand Qoros,has been sold in order to obtain funds.The rumors of automobile Q acquisition have often been heard.Automobile Q has big problem in its marketing,which has a great impact on enterprise’s sales.Therefore,the problem of automobile Q marketing transformation and upgrading strategy are worthy of deep discussion.The advantages of the discussion are as follows:Firstly,from the research background,after the rapid development,the Chinese automobiles are gradually approaching saturation.There are few differences among different brands of automobiles.The marketing battle of automobile enterprises is becoming fiercer,which provides a large number of practical cases and data support for this paper.Secondly,the writer of this paper is familiar with marketing,has a great interest in automobile marketing activities,and keeps tracking and observing it for several years.Beside,working experience in the automobile industry also has enabled the writer to obtain a large number of information and current trends.The research route and main contents of this paper are as follows:Firstly,the paper reviews the relevant literature on marketing strategy at home and abroad as well as marketing of automobile industry.On this basis,according to the marketing problems and reasons,combined with the macro environment,industrial environment and its own strengths and weaknesses,puts forward the changed strategies of automobile Q marketing improvement,and discusses the specific strategies of marketing promotion in many aspects.This paper argues that automobile Q needs to adopt changed strategies such as market re-positioning,product improvement,marketing channel optimization and marketing methods innovation,to solve the dilemma of poor marketing effect.The main contributions of this paper are as follows:Taking the relevant principles and methods of management and marketing to scientifically and systematically discuss the marketing strategy transformation and strategy selection of automobile Q,the research conclusions could provide direct basis or reference for the formulation of automobile Q marketing strategy planning in the future,so as to enhance the guidance of its marketing strategy selection.Moreover,the specific strategy suggestions put forward by this paper can make automobile Q avoid the duplication of similar problems,improve marketing methods,optimize marketing effect,and lay the foundation for obtaining market recognition.Besides,the conclusions and measures proposed in this paper can be used as reference for other automobile companies in the same industry.The deficiencies of this paper are as follows:Due to the limited time,this paper has deficiency in research depth in automobile Q’s marketing issues,and the pertinence of the problem analysis may be a little bit weak.Moreover,the author is not automobile-related professional background,although with the automobile industry experience and has also consulted professional people in writing process,there may still be misunderstanding bias,so there are certain shortcomings in professional aspects.