Research On Marketing Strategy Of The New Energy Commercial Vehicle In FAW Jiefang Automobile Co.,Ltd.

Driven by the dual effects of energy conservation and emission reduction and energy crisis,since 2001,the state has gradually increased the emission limit requirements for diesel vehicles,and a series of policies such as the Blue Sky Protection Campaign have been introduced one after another.As a "barometer" of national policies,the product structure of the commercial vehicle industry has gradually changed,and the proportion of new energy has gradually increased.With the rapid development of the new energy market,problems such as serious product homogenization,difficult breakthrough of technical bottlenecks,imperfect industrial supporting facilities and low user recognition have also emerged,leading to slow growth of new energy commercial vehicles and less than 5% overall demand.But in the long run,new energy is the strategic need of national development,the future is bound to become a regular sales model.As the eldest son of National Automobile,FAW Jiefang has always been in the leading position in the domestic commercial vehicle market,with its overall sales ranking first in the industry for many years in a row and deeply trusted by customers.However,in the current marketing environment,technological innovation,customer group changes and competition differences brought by new energy lead to FAW Jiefang’s advantages in fuel vehicle technology can not be played,and the terminal marketing performance is weak,which is also the common "heart disease" of the OEMs in the industry.In this context,a systematic study on the marketing strategy of new energy commercial vehicles based on 4P marketing theory can,on the one hand,help FAW new energy commercial vehicles get out of the marketing dilemma and achieve the strategic goals of the enterprise;on the other hand,it can help the orderly development of the new energy commercial vehicle industry by finding the correct marketing model of new energy products.This paper adopts the method of combining theory with practice,First of all,based on the theoretical knowledge of marketing,from product,price,place,promotion and so on dimension analyzed FAW jiefang new energy causes the present situation and the existing problems of commercial vehicle,and then through the PEST analysis method from the political environment,economic environment,social environment,technology environment four dimensions analyzes the opportunities and threats of new energy of commercial vehicles,using the potter five model at the same time,Analyze the micro-marketing environment of enterprises,suppliers,consumers and potential competitors,and clarify the advantages and disadvantages of enterprises in the marketing of new energy commercial vehicles.Finally,the SWOT analysis model is used to comprehensively elaborate the advantages,disadvantages,opportunities and challenges of FAW Jiefang new energy commercial vehicles,and based on this,STP strategy and 4P2 S marketing mix strategy are formulated.Based on the above analysis,it is concluded that less product differentiation,lack of bargaining space,weak channel capacity and single form of promotion are the main reasons that restrict the current new energy sales breakthrough.At the same time,combined with the SWOT analysis model,it is concluded that the advantages of FAW jiefang in the new energy market are greater than the disadvantages and the opportunities are greater than the threats.Therefore,the SO strategy should be adopted to quickly layout the new energy industry by giving play to its leading advantage in the traditional market.Then use the STP and 4P2 S marketingmix strategy analysis,it is pointed out that FAW Jiefang should focus on three market segments such as city distribution logistics,municipal sanitation and heavy traction,and focus on the development of Beijing,Tianjin,Hebei,Jiangsu,Zhejiang,Shanghai,Sichuan and Chongqing and other areas of corporate customers,and adjust and optimize in the product,price,place,promotion,service and spare six aspects,to comprehensively enhance the competitiveness of new energy products and ensure the sales target.Finally,from three aspects of improving the organizational structure of the company,strengthening the post-market business construction and innovating the marketing model,this paper puts forward relevant suggestions to ensure the implementation of FAW Jiefang new energy marketing strategy.