Research On Marketing Strategy Of New Energy Vehicle Enterprise WeChat Business For FAW-VW

With the increasingly serious problems and challenges such as ecological environment pollution,oil energy shortage and driving safety,China’s automobile industry is accelerating the transformation and upgrading reform in the direction of "four modernizations",namely electrification,intelligence,networking and sharing.In recent years,China has made rapid progress in developing the new energy vehicle industry.On the whole,a number of new forces for vehicle manufacturing have initially formed,such as Tesla,Nio,Xiaopeng,Lixiang,etc.It not only innovates in products,but also adopts a mode different from the traditional 4S store in marketing and service,but a marketing mode with more emphasis on online direct customers and significant Internet genes and characteristics,which has brought new development opportunities to the automotive industry.After the catalysis of the special market environment under the epidemic situation in 2020 and the continuous implementation of the concept of private traffic operation,many new energy vehicle enterprises that have the courage to innovate and change have enjoyed the dividends of private traffic.In addition,in the existing public traffic platform,the cost of getting customers is increasing.Therefore,in 2021,automobile enterprises began to pay more attention to the construction of private traffic.Promoting the automotive industry to accelerate its digital transformation,using its own advantages to develop digital marketing ability,and trying to apply and develop "non-contact" online product marketing and customer service has become an important issue that automotive enterprises must face and solve.In order to quickly adapt to the needs of the development of new energy vehicle business,FAW-VW innovatively piloted and promoted the private traffic marketing business for new energy vehicles.This paper deeply analyzes the private traffic operation of FAW-VW New Energy Vehicle Based on enterprise We Chat,and studies the private traffic operation mode and marketing strategy suitable for the automotive industry.In view of the current problems faced by FAW-VW new energy vehicle marketing,such as difficulty in obtaining customers,low customer conversion rate and weak order growth,the enterprise We Chat marketing business is introduced breakthrough,and the business model and marketing strategy of FAW-VW New Energy Vehicle Enterprise We Chat marketing are sorted and analyzed,Based on 4I marketing theory（specifically including interest principle,interests principle,interaction principle and individuality principle）,the network marketing combination strategy is formulated,and the business positioning and strategy of We Chat marketing of new energy vehicle enterprises are re planned and adjusted.Through the segmentation of the target customers of new energy vehicles,combined with the customer behavior links in different scenarios,we can realize the differentiated marketing combination strategy,so as to improve the overall operation level of new energy vehicle marketing,so as to increase the drainage and customer acquisition,improve the customer conversion rate,promote the continuous improvement of customers in quantitative terms,and support the achievement of the company’s new energy sales target.The purpose of this paper is to adjust the business mode and marketing strategy of FAW-VW New Energy Vehicle Marketing from the perspective of enterprise We Chat marketing business,which can help other automobile enterprises understand the changes of customer behavior and the needs of consumer customer groups more quickly under the current digital marketing trend,and contribute to the innovative exploration of domestic new energy vehicles in marketing mode,Help the rapid development of new energy vehicle market.