Research On The Improvement Of Lishen's Power Battery Marketing Strategy

With the expansion of China's extensive manufacturing industry reaching its limit,China's status as a world factory has been established.However,with the significant increase of China's per capita GDP,China has gradually entered the ranks of high-risk environment.In recent years,when winter comes,a wide range of haze will cover all parts of the country,which reveals the seriousness of pollution and the fragility of ecological balance in our environment.When the blue sea and sky,fresh air and water become luxuries,environmental pollution will become the sword of Damos hanging over us.Because of the excessive emission of automobile exhaust,which has caused tremendous pressure on the environment,global warming and rising sea level,it is difficult to imagine where the beautiful "global village" will go in the future.In recent years,China has emphasized the importance of sustainable development.Fuel vehicles are obviously contrary to the national conditions.The government has encouraged the development of new energy.New energy projects have been listed in the encouragement industry in the Catalogue of Guidance for Industrial Structure Adjustment issued by the National Development and Reform Commission.Thanks to the policy promotion and scientific and technological innovation of the new energy industry in China,the sales of power batteries in our country are also showing blowout growth.How Lishen Company can use this rare opportunity to compete for more shares in the changeable market and create large-scale manufacturing enterprises with excellent national brands is the emphasis of this paper.Starting from explaining the development status of Lishen Company,this paper deeply analyses the influence of external environment factors on the company,systematically analyses and summarizes the strengths and weaknesses,opportunities and risks faced by the company by SWOT tools,and on this basis concludes the shortcomings of the company's current marketing strategy,and marketing with benchmarking enterprises.Through in-depth research and interviews with senior managers,we can find out the existing marketing strategy problems and breakthroughs that can be improved.Then we can reorganize the traditional marketing mix and form a group of new marketing mix strategy consistent with Lishen Company's sustained and benign operation.Finally,in order to enable the new marketing strategy to be effectively used in the actual business of the company,it is necessary to draw up a set of internal safeguard measures in line with the company's new marketing strategy.By improving the management and staffing,by fixing the defects of the system,to avoid its adverse effects,and to make the marketing policy soft and lay a solid foundation.In addition,in the search for marketing strategy problems and the preparation of improvement measures,the relevant cases are interpolated to explain objectively,and make the theory,problems and measures echo before and after,to ensure the overall scientific and logical of the article.On the one hand,the purpose of this paper is to improve the marketing level of power battery companies such as Lishen,on the anther hand,to make some contributions to the perfection of the theoretical system of industrial marketing.The innovation of this paper lies in the combination of the industrial product theory and the company's actual marketing solutions,and the reorganization of marketing strategy according to the specific situation of the specific enterprise,breaking the fixed template of the previous marketing theory,forming a more flexible and truly applicable theoretical restructuring system,providing a reference for the marketing activities in the power battery industry today.However,due to the limited time,the general marketing theory of the whole power battery industry has not been discussed in depth,so the power battery marketing theory needs further research and demonstration.