Brand "L" A Segment SUV Pricing Strategy Optimization Study

At present,China is the world’s largest single automobile market and has become the most important part of the world’s automobile industry.From the early days of complete import to joint venture production to the present self-owned brands are blooming and constantly trying to make breakthroughs,China’s automobile industry has made considerable progress.What follows is more and more fierce competition,which puts forward higher requirements for the products of various brands,and at the same time,reasonable and effective pricing strategies and plans play a vital role in reaching a transaction.How to accurately and reasonably Pricing has also become a frequently discussed issue among various brands.Company L is a global joint venture company headquartered in China,integrating technology research and development,automobile manufacturing and global sales,and facing emerging people in the Internet era.However,as a new brand,Company L is being squeezed by joint venture brands and independent high-end brands.At the same time,the price drop of luxury brands has further increased the pressure on Company L’s product sales.Under the condition that the product strength has reached the same level or even the leading level,how to further attract users to achieve product sales through reasonable pricing,achieve higher market share and brand expansion,has become the established goal of L company.This article will analyze the competition in the A-class SUV market of China’s joint venture brands,luxury brands,and high-end independent brands,combining the brand positioning,product characteristics and company strategy of the A-class SUV of Company L,and analyzing the results of questionnaire surveys and interviews with users.Some pricing method theories,through analogy and optimized pricing methods of user perceived value,from the perspective of user perceived value,horizontal comparison with the core competitor of L company’s A-class SUV,model setting and pricing Optimize and sort out,clarify the tasks of each model,make the price plan more attractive,help L Company A-class SUV gain a higher market share,and form a multi-dimensional and quantifiable pricing model for automotive products,which will help the automotive industry and The pricing of related industries provides certain reference and reference.