Research On Marketing Strategy Optimization Of X Brand Automobile

The X brand belongs to Q Automobile Company,and is an independent high-end brand that Q Automobile wants to build.With the substantial increase in people’s income in recent years,and the encouragement of the country’s policies to stimulate domestic demand and to promote consumption,coupled with the rapid development of automobile technology and people’s concept of buying cars has also greatly changed,industry competition has become more intense.But for SUV models,the market still has room for growth.It has been more than two years since X Motor launched its first SUV in 2019,but its annual sales have been hovering around 20,000 vehicles,and it barely ranked in the top 100 in the June 2021 sales list.From a simple survey,consumers know less about the X brand,dare not try it easily,and have a low degree of recognition.So the problem that needs to be solved urgently is to increase brand awareness and capture target customers.Based on 4P theory side,this article analyzes the macro-environment,the mesoenvironment and the industry conditions,combined with the current marketing status of X Motors,and through marketing survey questionnaires and interviews,deeply digs into X Auto’s products,price,place and promotion issues.It is found that the product development of X falls short of consumer expectations,the high-end pricing is not convincing,the marketing channel efficiency is generally low,and the market promotion effect is not satisfactory.In this regard,through analysis,after finding the root cause,some solutions are proposed for its marketing research.The specific plan is to establish a strong brand,identify market positioning,and carry out appropriate differentiated marketing.First of all,in terms of products,add highlights to the product and differentiate it from the parent brand.Secondly,in terms of price,adhere to the principle of high cost performance and high added value.Third,in terms of places,it is necessary to enrich and improve channels and provide good channel services.Finally,in terms of promotions,it is necessary to implement precise communication,strengthen word-of-mouth communication and experiential marketing.Through the above research,investigation,analysis and demonstration,we put forward suggestions and plans on the formulation of marketing tactics for X Automobile,in order to promote the growth of X brand value and sales volume,and it can also open up the high-end market for other independent brands,and implement appropriate marketing strategies.