Research On Marketing Strategy Of ’Joyson’ Auto Safety Company Based On 4V Theory

In recent years,a great number of enterprises have carried out strategic upgrading through cross-border M&A.The main purpose of this paper is to explore the marketing model after M&A,and to investigate how to achieve profit increase and M&A benefits of 1+1>2.The main problem to be solved in this paper is how to use 4V marketing strategy and combine with the actual situation of enterprises to achieve business objectives.The research object of this paper is Jason Safety Products.It has carried out marketing external environment analysis,internal environment analysis and competition environment analysis.Through literature research,case analysis,data analysis method based on Global auto Safety System Data Research Report,questionnaire survey and personal interview,it has analyzed marketing strategy of “Jason” Auto safety company based on 4V theory,points out the current situation of the company’s marketing strategy and puts forward the differentiation,functionalization,added value and resonance strategy based on 4V theory.In addition,the article also reviews the past marketing theory.The conclusions of this paper are as follows:(1)The environmental analysis of Jason Safety Company’s products shows that the overall marketing environment of its products is quite good;(2)The questionnaire survey of Jason Safety Company shows that customers have low evaluation on product differences,functionality,added value,resonance and many other aspects,unveiling some shortcomings about its application of company’s 4V marketing theory(3)There are some problems in product marketing of Jason Safety Company,such as insufficient differences,insufficient marketing functions,insufficient marketing value and insufficient marketing resonance,which lead to its weak marketing ability;(4)The main causes for marketing problems of Jason Safety Company Products as no obvious differentiation characteristics;strong similarities with competitors and safety electronic products are not well integrated with safety mechanical products;although improving product function and added value,lacking of in-depth awareness in improving the overall safety product sales,marketing function integration;marketing efforts and advertising investmentInsufficiency and user experience;(5)Using STP analysis to improve the marketing level of Jason safety products,on this basis,the 4V marketing strategy is designed by many suggestions such as differentiation strategy,functionalization strategy,value-added strategy and resonance strategy.The above 4V marketing theory and the strategy analysis combined with the company’s actual situation have been recognized and adopted by Jason Safety Company,which has played an important role in the promotion of its marketing level and the growth of enterprise efficiency,and also provided a reference for the marketing problems of other Chinese enterprises after transnational mergers and acquisitions.