Research On The Marketing Strategy Of Internet Of The Vehicles Products Form RL Company

With the time coming of “Internet Plus”, the Internet of Vehicle products and service not only changes the behavior which the owner regards the car as the tool for riding instead of walk, but also promotes the intelligent development of automobile industry. By exploiting the potential of value from the post-market of automobile industry, it could infuse the new blood for the mobile network operators, insurance industry and car rental industry. No matter the technical level or the industry level, it has been focused by all walks of life.In the 12 th Five-Year Plan, Internet of Things is listed as one of the strategic emerging industries. As an important component, Internet of Vehicle has been focused by the automobile manufacturers and regarded as a new highlight of automobile market. And other relative industry sector regard it as a new development direction and grab the opportunity. Under this environment, the business model of the most domestic Internet of Vehicle enterprises is not clear yet. The investment of research and development is huge, but there is no remarkable result of profit. The similar enterprises which combined with research and development of products, manufacture and market are the important element of Internet of Vehicle industrial chain and they all need to solve a key problem which is the marketing.This thesis focused on the marketing strategy of Internet of Vehicles products from RL Company based on the relative concepts and analysis methods of marketing theory. Firstly, the market environment of the domestic Internet of Vehicles which includes the political law, economic environment, socioculture and technical environment is analyzed based on the PEST method. The state-of-the-art of the domestic Internet of Vehicles is introduced and the industry environment of the domestic Internet of Vehicles is analyzed with Five Forces Model. Secondly, domestic market requirement of RL Internet of Vehicles products and the customer behavior are analyzed. Then the market segmentation, market targeting and market positioning are analyzed by utilizing the STP marketing analysis method, respectively. Finally,the existing marketing mix strategy of RL Company are analyzed by utilizing the 4P Marketing theory method. Some improved programs are also proposed based on the practical situation and future development direction.Based on the analysis in this thesis, it could be helpful to RL Company with its marketing strategy. The thesis could also give some inspiration to the development of the Internet of Vehicles products and the service industry from the marketing perspective.