Research On The Marketing Strategy Of TJ’s Electric Vehicle

The fuel vehicles consume lots of fuel and emit lots of carbon.They also have brought some inevitable problems such as energy consumption,oil shortage and environmental pollution.Many develop countries have announced timetables for banning the sale of fuel vehicles.A revolution in the automobile industry is poised to take hold.It is an inevitable fact that petrol-powered vehicles will be gradually replaced by new energy vehicles in the next two decades.The electric vehicles without any exhaust pollution are the main developing trend in the future.The electric vehicle industry will have huge opportunity for development.Benefit from the policy support,electrical vehicle market growth fast in recent years.Many Chinese vehicles enterprises,sensing business opportunities,have been expanding the domestic market for electric vehicle market.while foreign car enterprises also value the huge market for electric car in China.To gain more market space,many vehicles enterprises have been innovating their marketing models,such as launching variety of model to market,providing different price options,designing diversified distributions,designing all-round integrated marketing communications,in order to enhance brand competitiveness while gaining more market share.The electric vehicles of TJ Company is the study object of this article.The article is based on the 4P and 4C marketing mix theory and integrated marketing communication theory,and researches on the marketing strategies of TJ’s electric vehicles,and then provides proposed corresponding guarantee measures.The research found that TJ has some problems in strategic planning such as for accurately positioning target consumers,making consumers approve and receive model ME7,achieving the established sales goal,and improving TJ’s brand reputation.There are also some problems in marketing strategies such as lack of competitive advantages,low brand recognition,imperfect distribution channel,unreasonable marketing communication and promotion planning,and insufficient marketing funds.TJ company needs to make appropriate adjustments and improvements to its marketing tactics according to the upgrade of customer demand and the change of the market.The advanced mobile techniques and high developing progress of Internet economy brings new opportunities to automotive vehicle market.TJ company should focus on exploring new segment of electric vehicles market,excavating the potential demand of pure electric passenger vehicles market,repositioning the ME7 target consumption group,breaking the confine of traditional marketing by new media,combining online and offline sales scenario,broadening and building diversified marketing channels,integrated communication with the advantages of new media and the Internet to provide more development space and market opportunities for the ME7.This paper based on the facts of TJ company,combined with the character of electric vehicles,and following to the changes in customer demand,also from the perspective of integrated marketing,to analyzes the problems in marketing strategy of TJ’s electric vehicles,and then work out the updated marketing strategies that more good for the development of TJ’s electric vehicles,and establish safeguard measures for the optimized strategy,so as to provide management inspiration and practical reference for TJ’s electric vehicles and other automobile enterprises to formulate marketing strategies.