Research On Marketing Optimization Strategy Of New Energy Vehicles Business Of Company C

Automobile manufacturing industry is an important pillar industry to support China’s economic development,and it is the core industry whose economic level can rise steadily for a long time.Its overall scale is constantly expanding,and it occupies a major position in all fields of manufacturing industry.With the continuous progress of the times,it is increasingly necessary to reduce the level of carbon emissions and the consumption of energy and resources.In 2010,the State Council began to propose to develop brand-new strategic industries.In 2012,the 12th Five-Year Plan of the central government clearly proposed to make every effort to invest in new strategic areas such as new energy vehicles.Then optimizing the marketing strategy is of great practical significance to the promotion of electric vehicles and the realization of the doublecarbon goal.Firstly,using 4P marketing mix theory and related literature for reference,the marketing strategy of the new energy vehicle business of the case company C is deeply studied.PEST and five forces model are used for analysis and research.From the external environment,the development trend of network car and taxi electrification will increase the market demand of new energy vehicles,and the state subsidy can also promote the purchase of new energy vehicles.More and more kinds of charging and charging supporting facilities have created favorable conditions for the development of Company C,whose main business is new energy vehicles.At the same time,challenges and opportunities coexist,some first-and second-tier cities’ restriction policies are loosened,foreign competitors flock in to build electric vehicles,and the national manufacturing double-point policy is implemented.From the perspective of internal marketing environment,the advantages of C company’s development lie in its strategic early planning,sufficient financial resources and funds to support marketing,the user base accumulated in the early stage and good brand reputation;The main disadvantages are that the current product strength is defective in various aspects,the carrying capacity of marketing channels needs to be improved,and the communication experience needs to be optimized.Then,combined with the questionnaire survey and statistical analysis of new energy customers,the main problems include the lack of product competitiveness and price elasticity,the need for innovative management of marketing channels,and the blindness and passivity of promotional activities.Based on this,this paper puts forward the marketing strategy optimization scheme:in the direction of product strategy,open the market with richer and more diversified product layout,and allocate products to the whole industrial chain;In the direction of price strategy,adopt the strategies of value chain cost differentiation,product differentiation and sales model differentiation;Channel strategy direction,marketing should be extended to all channels,and the traditional governance mode should be updated.In the direction of promotion strategy,set clear promotion objectives,arrange precise promotion plans,and pay attention to the evaluation and feedback of promotion effects.Finally,safeguard measures are put forward from the organizational system,talent team,capital and other dimensions,so as to ensure the implementation of the marketing plan of new energy vehicles of Company C,and also bring some practical experience for reference to the same industry.