Research on the Marketing Strategy and Price Setting of Road Bicycle Brands: Case Analysis Based on Chinese and Foreign Brands

Abstract

This article takes Chinese and foreign road bicycle brands as the research object, focuses on the dynamic adjustment of marketing strategies and price settings, and discusses the strategic choices of brands in market competition in combination with case analysis. With the improvement of global health awareness, cycling is loved by more and more people as a healthy way of sports and leisure, and the demand for road bikes as professional cycling tools is also increasing. At the same time, with the acceleration of urbanization, more and more people choose highway vehicles as commuting tools, which can not only protect the environment but also avoid traffic jams, which has also promoted the development of the road vehicle sales market. This article analyzes the current situation of the development of the highway vehicle industry, analyzes the motives of changes in brand sales strategies, focuses on the impact of price reduction strategies on sales performance and brand image, and puts forward targeted response suggestions to provide reference for the development of the industry.