| At present,the automobile industry has become an important pillar of China’s national economy,and is a core industry that can play a leading role in driving the healthy and sustainable development of the economy.The overall scale is expanding.At the same time,under the background of environmental protection and supply-side reform,more and more attention has been paid to the continuous decline of carbon emissions and energy consumption in economic development.In 2020 the State Council explicitly put forward to develop the emerging strategic industries,especially the new energy automotive industry,promote strategic new energy automotive industry become a new economic growth point as the key,for new energy automobile industry can realize the complementary advantages,characteristic,structure of science,thus to new technology,new products,new forms a comprehensive cultivation,as a platform and share economic development to create a good economic conditions.Therefore,it is necessary to take the vigorous development of new energy vehicles as an opportunity to make China leap from a big car country to a powerful country,effectively cope with climate deterioration and change,and promote the practice of green development strategy.The development of new energy vehicles has an impact on the automobile industry that cannot be ignored.Whether it is the policy needs of emission reduction and energy saving,or the improvement of air pollution and the strengthening of environmental protection,we must see the value and significance of new energy vehicles.Moreover,with the diversification of consumer demand,the previous marketing mode is difficult to adapt to the new situation,so it is necessary to pay attention to the innovation of marketing mode to do a good job in enterprise management.This paper takes W New Energy Vehicle Company as the research object,elaborates the situation of operation and management,analyzes the actual situation of marketing passenger car products,explores the existing problems in marketing and analyzes the reasons for the problems.Found under single,fuzzy strategy,and product quality has not been approved,and so on and so forth,on the performance of the designed product there is no advantage,at the same time not to build a good brand image and does not have the advantage in terms of brand,need to increase market influence,not effectively locate product and the price is low,the previous marketing channel doesn’t adapt to the rapid development of new energy passenger car,the product has not been widely promotion and popularization and lack of pertinence,human resources security is not enough.Secondly,PEST analysis is used to analyze the macro environment of the company,that is,the political,economic,legal,cultural and technological environment.Then,with the help of Porter’s Five Forces Model,the industry environment of W new energy vehicle company is analyzed,such as the bargaining power of buyers and suppliers,new entrants and industry competitors,and the threat of substitutes.Based on the analysis of the external environment,the internal environment of the company is studied,including products,technical cooperation and background,and human resources development.Meanwhile,the internal strengths and weaknesses as well as external opportunities and threats will be met by SWOT analysis.Thirdly,it divides different market segments through consumer purchase demand questionnaire survey and STP theory,and then determines the target market according to its own resources,and finally clarifies the product and service positioning of the enterprise in the target market.Finally,marketing strategies are formulated based on products,marketing channels,prices and promotion strategies,and targeted strategies are put forward for the company to build a good brand image and innovate products.Companies need to build for multiple customer demand personalized products,the company in terms of brand influence is increased continuously,promote and corresponds to the product to market demand,make its type and marketing channels more diverse and rich,in order to enhance the quality of the products on the basis of appropriate promotion price,some lost ground to carry out the publicity and promotion activities,for more efforts to cultivate talents,on the human resources to be effective guarantee... |
