Research Of The Omni Channel Strategy Of GACNE

Based on STP theory,4P strategy and omni-channel theory,this paper finds out the opportunities and problems of constructing omni-channel model for new energy vehicle brands in China and puts forward the construction strategies and implementation guarantees measures by studying and analyzing the channel innovation development strategy of GAC New Energy Automobile Company.As the mobile Internet 5G era profoundly changes the society,we see that Uber has revolutionized the travel and transportation by mobile Internet.The change of automobile enterprises by mobile Internet has just begun,and the automobile industry is about to enter 3.0 era—the era of user experience.In the mobile Internet era,the automobile industry will face numerous challenges in the future.Among them,sharing travel,digitalization and new energy,and unmanned driving are the most subversive factors in the industry.The automobile industry will develop in the direction of electrification,intelligentization,networking and sharing ceaselessly.Retail mode of the automobile industry is also facing changes and challenges.The competition in automobile industry will be the full-course user experience,better service innovation and user experience,which is not only the historical opportunity of electric vehicles,but also the biggest challenge confronted at present.It’s necessary to carry out systematic research and trend analysis and expectation for how to construct the future-oriented retail mode and the ecological chain of user experience value.Chapter Ⅰ It introduces the background,significance,contents and methods of the research.Chapter Ⅱ It analyzes the external environment of the enterprise,combines the practice and exploration of independent brand development of GAC Group,applies the retail innovation concept,and combines the change and development trend of consumption habits of the consumer groups,and puts forward the theoretical basis and connotation of the automobile omni-channel model.Chapter III It analyzes the internal environment of the enterprise: through the analysis of the current situation of traditional automobile retail channels,the analysis of channel development trend and SWOT analysis of GAC New Energy,as well as in-depth analysis of competitive brand cases,it explores the channel innovation opportunities and modes of AION brand new energy automobile.Chapter IV Research of omni-channel strategy of the enterprise: by using STP analysis and 4P strategy theory,it focuses on the research of its omni-channel retail mode,thoroughly elaborates the marketing innovation and omni-channel retail strategy of AION brand,analyzes the innovation opportunities and draws a user experience service blueprint.In addition,it proposes AION brand user experience strategy of GAC New Energy,i.e.,creating an experiential omni-channel retail strategy,multi-level experience,and online and offline combined operation and maintenance,and creating a “vehicle,pile and travel” user experience ecological chain.Chapter V Omni-channel implementation guarantee: based on the application analysis of omni-channel retail strategy,it’s able to truly realize the high-efficiency and high-energy omni-channel retail mode of new energy vehicles in China by various implementation guarantee measures,for example,improving customer experience through internal enterprise channel innovation and technological innovation,integrating and strengthening various channel system functions,etc.The final conclusion is that the ultimate goal of the future-oriented electric vehicle industry of China in the 5G mobile Internet era is to center on the consumer demand to provide differentiated services,enhance consumer confidence,highlight brand positioning,strengthen the core competitiveness of enterprises,and finally realize omni-channel marketing and extreme consumer experience.