Research On Marketing Strategy Of Compact SUV Of Company C

The passenger car consumer market is changing rapidly by the macro and micro environment.With the development of the times and technology,the consumer demand and attention are changing constantly.Therefore,the automobile marketing strategy needs to adapt to the current economic,technical,market development and regional characteristics.The marketing strategy of compact SUV needs to be considered comprehensively in combination with the demand difference of target customer group in specific segment market,the product technology characteristics of current competitive products and the development trend of future products.On the basis of the theoretical research of marketing,we can draw on the excellent marketing management experience at home and abroad,and combine the domestic market segmentation and the comprehensive analysis of its own characteristics,in order to formulate effective marketing strategies and help enterprises achieve their development goals.Firstly,this thesis analyzes the current situation of C company’s products,channels,sales volume and competitive products,and analyzes the macro environment of politics,economy,social culture and technology of C company by PEST analysis model.At the same time,SWOT analysis model is used to analyze the advantages,disadvantages,opportunities and threats of compact SUV of C company.Secondly,after defining the macro and micro environment of C company,the paper analyzes the specific problems in four aspects of "product","publicity","price" and "channel" through big data analysis.Thirdly,through the questionnaire survey,the target customer group of compact SUV of C company is depicted,so as to help them to make the correct product market positioning.Finally,in view of the problems analyzed above,on the basis of the excellent marketing management experience at home and abroad,combined with the big data analysis of the overall and subdivided market of domestic passenger car market,and taking into full consideration the macro market environment and the advantages and disadvantages of C company and the opportunities and challenges,the author focuses on the application of 4P and STP marketing theory to creatively tailor the special market for compact SUV of company C.The marketing combination strategy and the corresponding guarantee measures for the implementation of marketing strategy are proposed,so as to promote the effective implementation of marketing strategy and the continuous improvement of compact SUV market performance of company C.