Research On Marketing Strategy Of Mobje Of FAW-VW In Changchun

With the rapid development of shared economy,shared cars are emerging all over the country,but at present there is no oligopoly in the industry.Under the background of major main engine factories joining in the car-sharing business,FAW-Volkswagen also started the car-sharing business and created the mobje travel brand,which operated in Changchun in the form of time-sharing leasing business,creating the first pioneer for domestic automobile joint ventures to develop the car-sharing business。With more than one year’s development,it has expanded from the pilot area to the whole city of Changchun.Under the condition of only 200 cars,it has boldly adopted the mode of free return and reimbursed parking fees,which has quickly won the favor of a large number of users and gained certain influence in Changchun market.However,with the entry of other competitors,there are bottlenecks in acquiring customers and marketing strategies.Through the analysis of market segmentation,market positioning,customer portraits,use scenarios,products and prices,and channels,this paper formulates practical marketing suggestions and channels for Mobje travel in Changchun market from the perspective of 7PS service marketing.Strategic framework.This paper chooses the real customers of Mobje as the research object.Through interviews and telephone surveys,customers are more satisfied with mobje travel,and the mode is also recognized.After that,through the analysis of the current situation of the industry,product and price research,we can accurately grasp the current situation of Mobje travel.By further studying the characteristics of Mobje travel,combining with the marketing strategy division of SWOT analysis matrix,market positioning is carried out with STP strategy,and the existing marketing model is tested with the customer data of the last year.At the same time,according to different market positioning,market segmentation and customers,7Ps theory based on service-oriented is put forward.Through 7Ps,the marketing strategy is formulated according to the actual situation.In the last part of the article,it puts forward the safeguard measures to implement the marketing strategy according to the scheduled plan from three aspects: relevant system process,staffing and training,and technical reserve.Through the research of this paper,in order to change the marketing problems of Mobje,such as inaccurate positioning of Mobje itself,inadequate related workflow and unclear marketing strategy in the short term,Mobje Travel carries out accurate marketing for core customers and key customers after more accurate analysis of crowd and car use scenarios.Through the establishment of brand,service products will continuously strengthen the image of products and achieve good reputation publicity.At the same time,relying on the professional marketing ability of agents,we will continue to expand the influence of Mobje travel in Changchun,expand the flow pool,dig deep into the market,achieve the strategic goal of deep cultivation of Changchun,making Changchun bigger and stronger,and accumulate at the same time.Accumulate rich marketing experience and train marketing professionals to lay a solid foundation for Mobje to travel to other cities.It also rationally utilizes the advantages of FAW Volkswagen,strengthens channel cooperation,achieves the goal of win-win or even win-win,further improves customer satisfaction,makes Mobje travel in Changchun a leading advantage,drives the development of other enterprises,and adds bricks and tiles to the construction of digital Jilin and smart city.