Research On Precision Marketing Strategy Of BJ Brand New Energy Vehicle

Under the background of strengthening environmental protection and supply-side reform,reducing carbon emissions and energy consumption has become an important issue in economic development.Especially since the 13 th five-year plan,the construction of a beautiful China has become a consensus among enterprises.The new energy vehicle industry is an emerging industry.The development of new energy vehicles has brought a profound impact on the environment of the automobile industry,reducing the energy conservation and emissions,improving the air pollution,protecting the environment have important significance.In addition,the popularity of the Internet and smart phones change the development of consumers' purchasing behavior,and the traditional marketing mode has been unable to meet the diversified needs of consumers,so the innovation of marketing mode is an inevitable trend of enterprise management.Introduction of precision marketing theory,precision marketing is the current innovative theory.The motivation of enterprise's sustainable development is closely related to the higher financial performance,which is derived from the marketing activities of the enterprise.Marketing is an important issue in enterprise management,and precision marketing is the leading theory in the current marketing theory.On the basis of fully understanding consumers' purchasing behavior,enterprises accurately locate target customer groups by relying on network and information technology,and satisfy consumers' needs with effective marketing communication to achieve precision marketing.The introduction of precision marketing theory into the field of new energy vehicles plays an important role in the development of new energy vehicles.Combined with the background of precision marketing theory,marketing mix theory and the consumer purchase decision theory,based on the BJ brand marketing environment and status quo of new energy vehicles,adopts questionnaire survey,field interviews,the methods of literature review to analysis of the BJ brand new energy vehicles in the process of marketing problems and possible reasons.In the process of research and analysis,"precision marketing" is taken as the entry point to deeply analyze the marketing strategy mode of BJ brand new energy vehicles.Based on the study of consumers' purchasing behavior,a customer database is established through electronic media and the Internet to track detailed customer characteristics to segment the market.Combining the marketing theory with the specific sales practice,this paper proposes the precision marketing strategy and implementation guarantee measures of BJ brand new energy automobile.The research of this paper finds that the current marketing mix of new energy vehicles of BJ brand is still dominated by the traditional marketing mode,and there are problems such as lack of product competitiveness,lack of price elasticity,lack of innovation in channels,and blindness and passivity of promotion strategies,which cannot better adapt to the changes of marketing environment.Based on this and the precision marketing theory,this paper proposes countermeasures and Suggestions for the precision marketing of BJ brand new energy vehicles.The precision marketing is mainly reflected in improving product competitiveness,regulating product prices,designing accurate marketing channels,positioning and promotion strategies,and improving the after-sales service system.Finally,the paper analyzes the implementation guarantee of precision marketing strategy,which should be done from the aspects of optimizing the marketing organization function,strengthening the construction of marketing team and improving the information management system.