Research On Marketing Strategy Of P7 Model Of Guangzhou Xiaopeng Motors Technology Company Ltd.

As China’s economy and society accelerate into the digital era,various cutting-edge trends such as electric drive,intelligent Internet connection,and shared travel are driving profound changes in the form of automobile industry,energy consumption structure,and transportation mode.As one of the national key development strategies,new energy vehicle industry is expected to enter the fast lane of development in the future.With the rapid development of the industry,the market pattern of new energy vehicles is also slowly forming.The elimination competition is gradually beginning,and new forces are operating step by step.New energy vehicles with traditional independent brands are facing the strong impact of sole proprietorship and joint venture brands entering the market,opening up the brand upward strategy.In 2020,a number of new energy vehicles entered the top 10 market.The Xiaopeng P7 model of Guangzhou Xiaopeng Automobile Technology Co.,Ltd.was launched in 2020.With excellent comprehensive evaluation,it ranked fifth among the top ten new energy vehicles in the sales of medium-sized cars in 2020.However,the sales volume of domestic models of foreign brands ranked first is almost equal to the total sales volume of other 9 models including Xiaopeng P7 model.Therefore,the p7 model of Xiaopeng automobile is under huge pressure;whatever it is the product itself,brand influence,marketing strategy and so on,there are areas that need to be improved.This paper takes the marketing and strategy of Xiaopeng P7 as the research object,and introduces the development and establishment of Xiaopeng automobile,as well as the basic situation of the founding management team.Then it details the current marketing situation of Xiaopeng P7,and analyzes the problems and reasons in the marketing process of Xiaopeng P7,and then uses the STP theory to analyze Xiaopeng automobile.This paper sorts out the policy situation,market environment and industry competition of P7 car,and obtains different marketing strategy schemes by using SWOT analysis tool.Finally,it selects SO combination strategy scheme.According to the analysis results,it formulates marketing strategy improvement scheme and implementation measures.The research results show that Xiaopeng automobile should build the benchmark of domestic high-end brand intelligent car through its own genetic characteristics of Internet,strive to improve some defects of P7 model,and strive to be younger,more energetic and more refined;through providing multi-level price strategy,meet the needs of different levels of consumers,combine online and offline channels,and improve the professional direct marketing mode Brand image of products and company,realize the user operation of the whole life cycle;combine with Xiaopeng automobile day,international events and so on,provide Xiaopeng automobile P7 model promotion,realize the leading position of new forces in car building.