Research On Marketing Strategy Optimization Of Mingjue New Energy Vehicle Based On 6P Theory

As one of the supporting industries that guarantee the sustained growth of China’s economy,the automobile industry is vital to its healthy development.In recent years,China’s automobile industry h as achieved a leap in the global market and has become one of the core strengths of the global automotive industry.In 2012,the State Council promulgated the “Energy Conservation and New Energy V ehicle Industry Development Plan(2012-2020)”,which clarified the goals and directions for the development of new energy vehicles.In2015,"Made in China 2025" was promulgated,and the document clearly pointed out that the development of the automobile industry is an inevitable choice for the strategy of manufacturing a strong country.In 2017,the government’s "Long-term Development Plan fo r the Automotive Industry" document was officially released,pointin g out that the automobile industry is an important force to promote a new round of scientific and technological revolution and industri al transformation,an important support for building a manufacturing power,and an important pillar of the national economy.At present,China’s automobile industry is entering a period of strategic development opportunities from upgrading to transformation and from large to strong.According to the data released by the China Association of Automobile Manufacturers,in 2017,a total of 794,000 new energy vehicles were produced nationwide,an increase of 53.8% compared with 2016,and the share of new energy vehicl es in the entire automobile market was 2.7%.It shows the situation of explosive growth and so on.China’s independent automobile br ands face many opportunities in the field of new energy.Both natio nal policies and market environment are of great benefit to new en ergy vehicles.Under such a favorable development environment,ne w energy automobile enterprises should firmly grasp the developme nt opportunities,complete the strategic upgrade of enterprises,and e nhance the operation and sales capacity of new energy vehicles.This paper mainly takes the MG New Energy Vehicle as the r esearch object.Through the analysis of the marketing methods adop ted by the MG New Energy Vehicle at the present stage,it discove rs the problems faced by the brand automobile in the development process,combined with PEST,STP theoretical analysis and 6P mark eting.The combination strategy re-planned the brand’s product strate gy,channel strategy,price strategy,promotion strategy,public relatio ns strategy,and political power strategy,and put forward the protec tion and implementation plan.In terms of product strategy,it is rec ommended that MG New Energy accelerate the launch of pure elec tric vehicles,cover multiple levels of market segments,and use ternary lithium batteries to meet consumer demand such as long travel mileage,short charging time,rich models,and scientific content.Hi gher requirements.In terms of channel strategy,it is proposed to ra pidly develop first-and second-tier market channels,develop second ary dealer network construction models,and innovate online marketi ng channels.In terms of price strategy,a price-oriented strategy is adopted,and a “naked car sales + battery rental” business model is adopted to eliminate consumer concerns about the reliability of ne w energy vehicle power batteries and reduce the price of automobil es.In terms of promotion strategy,we use innovative auto finance products to boost sales and change sales ideas.We recommend strat egies such as in-depth experience marketing and integrated brand a wareness enhancement to enhance customer impressions and percepti ons of products and achieve product awareness..In terms of publi c relations strategy,re-shaping the brand image of the MG,strength ening brand communication,improving communication effectiveness,creating a culture of MG fans,organizing car owners activities,an d advertising variety advertisements to launch marketing plans,incre asing brand awareness and promoting brand power.In terms of poli tical power strategy,the government policy is studied and analyzed.On this basis,the goal of increasing market share is achieved thro ugh the gradual promotion strategy from the inside of the companyto the organization of users and from the organization of users to the entire market.