Research On Marketing Strategy Optimization Of Lead-acid Battery For Electric Bicycle Of CW Company

With the increasing demand for electric bicycles year by year,the demand for batteries is also growing.Among many kinds of batteries,lead-acid batteries are favored by people because of their high safety and stability,and gradually occupy a place in the market.However,the market competition in the industry is becoming more and more fierce.Although CW company is one of the most representative enterprises in the industry,it can not avoid the serious homogenization of best-selling products and frequent price wars,resulting in the decrease of enterprise profits year by year.Then,it is particularly important to find the problems of CW company in the marketing of lead-acid batteries and put forward reasonable optimization marketing strategies.This paper uses the method of literature analysis to understand the development history of industrial product marketing strategy.PEST analysis method and Porter’s five forces model are used to analyze the macro environment and industry competition environment of lead-acid battery industry,and SWOT analysis model is used to analyze the internal environment of CW company,so as to draw a conclusion that the market marketing environment of electric bicycle lead-acid battery industry is severe.Then,through the questionnaire survey of CW company’s agents and the internal interview survey of front-line marketing employees,it is found that there are some problems in CW company’s marketing strategy,such as unclear positioning of subdivided products,large price fluctuations with the market,lack of enthusiasm of agents,poor effect of promotion means and so on,and the causes of these problems are analyzed.Finally,combined with the advantages of brand awareness,technology development and industry demand,the marketing optimization strategy of CW company’s electric bicycle lead-acid battery is formulated from the product,channel,price and promotion of 4P theory.Finally,with the implementation of the safeguard measures,draw the conclusion of this paper.I hope that through this study,we can provide some ideas and references for enterprises that also encounter such problems.