Research On Optimization Of Marketing Strategy Of J Vehicle Trading Company

The pace of global economic growth has been slow,and demand in the international market has been sluggish.The sudden COVID-19 in 2020 has made the global economy more difficult,causing the global economy to fall into a deep recession.Affected by multiple factors,economic globalization has encountered a counter-current,and some countries pursue protectionism,purism,and unilateralism policies.The epidemic has also intensified the migration and reconstruction of global supply chains and value chains,let people worry about "de-globalization",and liberalism has gradually withdrawn from the stage of history.At the same time,China-USA strategic games and frictions have intensified.In order to prevent the further rise of China,the America makes China as a serious threat.America makes use of technological innovation,economic and trade cooperation,direct investment and financial,all kins of way to suppress China with the "Five Eyes Alliance"(FVEY)together and rope in other EU countries at the same time.The competition and game between China and Gruop headed by the United States has begun in an all-round way,and it has shown a long-term trend.Affected by various unexpected factors,China will face a more severe international environment that may last for a longer time,and there are many uncertainties.In addition,the world economic in the future recovery is uncertain,and the foreign trade industry is gradually ushering in a “ cold-ice age ”,for this reason,the China government proposed a new development pattern of "domestic and foreign dual cycle" strategy to govern the country.Affected by the international environment,the automobile industry,especially trading companies,have gradually weakened their advantages in competition with OEM in the domestic and overseas markets.Export-oriented automobile companies are facing difficult transformations in the process of turning their business inside.The driving force for the transformation and upgrading of automobile trading enterprises still comes from the optimization of the main business related to automobile products and their own advantageous businesses,as well as the establishment of a business model and deep business digging around the main business of automobiles and strong related industrial chains,and the improvement of operating efficiency.Moreover,the domestic automobile industry has undergone adjustments in recent years,from large-scale expansion,homogenization,and regulatory upgrades to destocking adjustments.In 2019,it ushered in the first decline in 28 years.Facing this historical problem,Mainstream enterprises mainly rely on repositioning and digging in their main businesses,as well as improving operating efficiency and marketing channels to ensure that enterprises can "live" in a complex competitive environment,and then seek to become bigger and stronger.Correspondingly,the market competition environment in the automobile industry has become increasingly fierce.With the continuous upgrading of domestic and international regulations and the leap of consumption,people’s demand for automobiles has become more standardized.The generation of these needs is bound to bring about the development of automobile companies.With new opportunities and challenges,all companies must focus on market segments and precise marketing in accordance with the new market situation.At the same time,the market consumption environment has also undergone profound changes.At the same time,the consumer environment of the terminal market has also undergone a great reversal.In recent years,the rapid promotion of the Internet worldwide,bring new technologies such as mobile Internet,big data,and cloud networks which have fundamentally changed people’s marketing model and consumer concepts,the wave of online shopping and transactions sweeping the world,and spawning new marketing methods such as e-commerce or network marketing which has become a "second battlefield" of various products without gunpowder in the marketing.Therefore,the current business of J vehicle trading company is no longer able to continue to support the survival of the company,and the sales of products are also facing great difficulties,especially the price advantage on which survival depends has been completely transparent and gradually weakened,and it is no longer possible to achieve greater profits through the original marketing strategy.Based on the international environment under the influence of COVID-19 in 2020 and combined with the strategy of "domestic and international double cycle",the paper makes a systematic and comprehensive analysis of the marketing strategy of J automobile trading company through various methods,focusing on the current situation of marketing strategy based on main business,and sums up the problems in the implementation of marketing strategy,and then based on J automobile trading company.The main business construction and marketing strategy optimization of e-commerce company,and through empirical analysis to determine the future development direction of marketing strategy of J automobile trading company,so as to get the rationalization path of business transformation and marketing strategy formulation of China’s outward oriented Automobile Trading Company under the new situation,so as to realize the healthy development and progress of such enterprises.Firstly,the background and significance of this paper,research status at home and abroad,and the research content and methods of this paper are described.Secondly,it combs the basic concepts of precision marketing,analyzes the 4C theory based on precision marketing,and lays a solid theoretical foundation for this paper.Thirdly,this paper analyzes the current situation of J auto trading company and its marketing strategy,and finds that the existing marketing strategy of J Auto Trading Company in the current domestic and international environment has some problems,such as the diversification of marketing methods,the low precision marketing ability,the lack of adaptability of products,and the high concentration of marketing channels.The reasons for the company’s existing problems lie in the impact of the leapfrog development of consumer demand,the constant change of market environment,the unscientific construction of marketing team,the low ability to obtain marketing channels,and the lack of fine control ability of marketing team.Fourth,it analyzes the necessity and feasibility of J auto trading company’s business transformation and the implementation of its precision marketing strategy,and optimizes the precision marketing market segmentation strategy and selection strategy,market positioning strategy,product strategy,pricing strategy,promotion strategy,channel strategy,brand strategy,etc.according to the future development of J auto trading company.Finally,it puts forward the guarantee measures for the company to implement precision marketing strategy,mainly including concept innovation,organization guarantee,environment guarantee,service guarantee and other measures.Meanwhile,this paper analyzes the effect of precision marketing strategy of J auto trading company from the two aspects of the company’s market effect and enterprise benefit.The main innovations of this paper are as follows: Looking at China’s background under the severe and complex international environment and COVID-19 breaks out,taking J automobile trading company’s main business and business as the basis,marketing strategy as the research object,combining precision marketing theory with the marketing practice of J automobile trading company and the international environment that is changing profoundly,the J automobile trading company based on precision battalion is put forward.Optimization of marketing strategy of J automobile Trading Company based on precision marketing ensure the scientificity and adaptability of marketing strategy optimization.