Research On The Marketing Transformation Case Of LY Company

LY is a software company with Dealers Management System(DMS)as its core product.During the six years of its establishment,it was an IT Department of DN Company.There was no marketing activity for external market.Since 2008,LY’s leaders have realized that as an independent economic organization,in order to maintain the company’s sustained and highspeed development,it is necessary to move to the external market.LY began its long marketing transformation process.Before 2012,China’s automotive industry was developing at a high and barbarian speed.Most of the joint venture auto makers were expanding wildly.The main bottleneck restricting China’s automotive market is the production and manufacturing capacity of automobiles.From 2012 to 2016,the rapid rise of domestic brand automobiles,the rapid development of joint venture auto makers has been adjusted.After 2017,with the rapid rise of new energy vehicles,the automotive industry began to shuffle,and the industry structure began to change greatly.It is against this background that LY’s marketing transformation has gone through three stages: transition gestation,transition start and transformation deepening.At the same time,LY’s marketing transformation has been carried out in three aspects: marketing concept,marketing operation strategy and marketing organization.This article focuses on the analysis of LY’s marketing strategy transformation,including exploring the marketing strategy combination suitable for itself.These strategies not only focus on the key transformation of DMS software product planning and design,but also include the establishment of online marketing channels such as official networks,communities,the establishment of specialized sales,pre-sales support team to carry out some personnel promotion,activity marketing and so on.In view of the particularity of DMS products,this paper first introduces LY company and DMS products,lists the driving factors of LY company’s marketing transformation,which are single customer threat,shareholder change and slowdown of market growth.Then it describes the case of LY company’s marketing transformation,especially the marketing operation strategy in detail.Then,through the analysis of macro environment,automobile industry and automobile IT market,industry competition environment and LY company’s internal environment,the author summarizes the SWOT of LY company.On this basis,the author puts forward the optimization suggestions of LY company’s marketing transformation case,including relocating LY company and its products with marketing STP,and using 7Ps of service marketing to guide LY company to further deepen its transformation.And so on.In this paper,LY’s marketing strategy transformation case after entering the period of micro-growth in the automotive industry is studied,and some countermeasures and effects of LY in the transformation process are analyzed.Finally,the success or failure of the case is summarized,and optimization suggestions are put forward.This study not only provides decision-making suggestions for LY,but also provides reference for other enterprises facing the same pressure of marketing transformation.