Research On Price Strategy Of W Car Company In Market Of China

Since the second industrial revolution,with the rapid decline of non-renewable resource reserves and climate change,human beings have paid more and more attention to environmental protection and the development of new energy.In the 13 th Five-Year Plan,the state explicitly proposed to include new energy vehicles in key development areas.In addition to the government subsidies for new energy vehicles,the output and sales volume of new energy vehicles have doubled every year in recent years.A large number of new forces have emerged as the times require.At the same time,some traditional car companies have joined in,which has given birth to a variety of new energy vehicles.Consumers have more choices when buying new energy cars.W car company has always been the focus of the new energy vehicle market.It has only been five times since its establishment.In this short five years,it has launched five models,mass production of two models,and already successfully listing in Nasdaq,this is indeed a remarkable achievement,but at the same time,we must also see that it has lost more than 20 billion yuan since its founding.The competition in the modern automobile industry is affected by multiple factors.The most important factors are of course inseparable from price,quality,battery life and service.This paper first introduces the background of W car company,and introduces the new power electric car.Then it analyzes the internal marketing environment and external sales environment of W car company.The PEST analysis method is used here.SWOT analysis method,analyzes the market position of W car company,and then finds the problem of market price positioning through STP strategy analysis.Finally,through the cluster analysis of the price and sales volume of the current sales volume on the market,here I use the K-means analysis method in cluster analysis,first through a SPSS software to do a system analysis,and then do K-means analysis,Finally,by writing a python program,the results of the cluster analysis are printed on a two-dimensional plane,which makes it more intuitive.through the cluster analysis of the price and sales volume of the current sales volume on the market,I will give a reasonalble price space of cars produced by W car company,and in this price space,the volume of sale is more than the sales right now of W car company.It's a good reference for W car company to make their car price in market.