| China’s automobile market is the largest automobile manufacturing and sales market in the world,and has always been the main battlefield of global brand competition.New energy vehicles are the only way for the development of automobiles in today’s era and the new trend of industry development.New energy vehicles can not only solve the problem of insufficient resources,but also effectively contribute to environmental protection.Accord to that Ministry of public security,By the end of 2020,the number of automobiles in China reached 281 million,while the number of new energy vehicles was only 4.92 million.Facing the increasing competition in the transformation and sales of new energy vehicles,it is very important for enterprises to choose and formulate correct marketing strategies.The exhaust gas emitted by fuel-fired vehicles has always been an important source of air pollution.New energy vehicles fundamentally solve this problem,that is,to ensure the development of the automotive industry,while taking into account environmental factors,new energy vehicles research is the national research trend,is the research goal of provinces and cities.In this paper,CQ new energy vehicles Panyu 4S store as the research object,the use of PEST analysis,Porter’s five forces model and other tools to analyze its marketing environment,CQ new energy vehicles Panyu 4S store was established in 2018.With a registered capital of 20 million yuan,it belongs to CQ New Energy Automobile Co.,Ltd.and is a first-class supplier of large state-owned enterprises,and receives relevant policy support from the state or financial institutions.It specializes in vehicle sales,after-sales maintenance services and spare parts supply of CQ new energy vehicles,and provides comprehensive automotive services such as consumer credit,insurance,decoration and rescue related to automobiles.Its main competitors in Guangzhou are Beijing new energy,BYD,Chery,Weilai,Lixiang One and Tesla,which are the main threats to CQ new energy vehicles.Through the analysis of the marketing status of CQ new energy vehicle Panyu 4S store,List the problems of product strategy,price strategy,channel strategy and promotion strategy in the marketing process of CQ new energy vehicle Panyu 4S store:for example,lack of personalization of car purchase will reduce the attention of young people.The single after-sales pricing method makes 4S store lack price competition,the inefficiency of sales channels causes the loss of certain consumer groups,and the single channel mode leads to vague market segmentation.The homogeneity of promotion methods seriously causes aesthetic fatigue of new and old customers,and the lack of attention to new and old customers brings passive situation to sales.The market of CQ new energy vehicle Panyu 4S store is subdivided according to STP strategy.And CQ new energy vehicles market positioning is younger and intelligent products,with the consumption power of the younger generation after 95 and 00 entering the automobile market,their attitude and consumption concept of receiving new things keep pace with the times.The enthusiasm for CQ new energy vehicle will be greatly increased,so the market will be positioned on young customers.Based on the 4p marketing theory,this paper puts forward the 4p combination strategy of CQ new energy vehicle Panyu 4S store.Strengthen product management and enrich product projects,improve product accessories logistics and deepen customers’ understanding of enterprise service concept,and increase product experience process.Improve the popularity of "high-end,intelligent,scientific and technological" products in the market;improve the feedback process of product after-sales service,solve the problems existing in the use of products;grasp the market direction,adjust product marketing strategy.In terms of pricing strategy,The Company implemented differentiated pricing to improve the price competitiveness of its products;dynamically adjusted the price to reasonably achieve the sales target of its products;and implemented one-click personalized car purchase and precise customer sales services.In terms of channel strategy,Internet marketing strategy is implemented.Promote the popularity of network brand in the younger generation;implement 4S+S mode,integrate and innovate channel mode.In the aspect of promotion strategy,we should make alliance with other industries and integrate resources to improve the attraction to potential customers,keep pace with the times and adjust measures to local conditions.Increase the freshness of the younger generation;open "CQ new energy vehicle Panyu 4S store" on Taobao to occupy the network automobile brand exhibition platform;strengthen the maintenance of new and old customers,and use emotional implantation promotion concept to bring customers quality products.With the promotion of national policies,new energy vehicles will gradually become an important role in the automotive market,but at this stage,in addition to policy support and protection,there are still many problems in the development of new energy vehicles technology core.For example,battery safety,endurance and other technical issues need to be solved,which also affects the development of enterprise marketing model,so the promotion and development of new energy vehicles still need time to test.Through the analysis of the current situation of marketing strategy of CQ new energy vehicle Panyu 4S store,on the one hand,it helps to solve the problems existing in the marketing of CQ new energy vehicle Panyu 4S store.On the other hand,it will help enterprises to improve the marketing mode of new energy vehicles under the new situation,and provide effective guidance for the future strategy formulation and planning of CQ new energy vehicle Panyu 4S store.At the same time,it can provide some reference for the marketing mode of other new energy vehicles. |
