Research On Marketing Strategy Of Child Safety Seat Of Company A

With the rapid development of China's automobile industry,as a derivative of the automobile industry,car child safety seats have a broader market prospect.Meanwhile,the competition is increasingly fierce,accompanied by opportunities and challenges.After the development in recent years,company A has gained some market share in the Chinese market,Under the background of the liberalization of the second child condition,company A has increased its marketing investment,but it has not significantly increased sales.This paper hopes to conduct market research,study consumer cognition and behavior,and find out the problems of company A's marketing strategy combined with the questionnaire survey results,so as to optimize the marketing strategy.Based on the above research background,this paper studies the marketing situation of a company's child safety seat in China in detail,and uses pest macro environment analysis and Porter's five forces analysis model to deeply analyze the marketing environment of company A;through 4P model,it analyzes the marketing strategy implementation status of company A and its competitors from the aspects of product,price,channel,promotion,etc;Using the method of questionnaire survey,we understand consumers' cognition of children's safety seats,understand the factors influencing consumers' purchase decisions,analyze the decision-making characteristics and influencing factors of customers' purchasing child safety seats.Combined with relevant marketing theory(4P)and enterprise's own marketing and operation status,this paper helps company A find out the problems existing in the existing marketing strategies,and puts forward 4P marketing in the optimization of marketing strategy,the paper discusses the brand strategy,sub brand management,resource integration and product design.In the optimization of price strategy,it discusses the optimization of pricing methods,the rational use of pricing techniques and the proposal of improving the premium space of products.In the optimization of channel strategy,it discusses the optimization of existing channels and the measures of developing Internet channels in the promotion strategy optimization,the paper discusses the personnel promotion,advertising promotion and public relations activities.In this paper,clear company A's marketing environment,so as to develop targeted marketing strategies to help the company achieve sales goals.