WEY Automobile Marketing Strategy Research

As an independent high-end SUV brand with its first model officially launched in April 2017,WEY quickly attracted the attention of the domestic market with its stylish design sense and comparable price of joint venture models.However,sales of WEY,which is known as a "high-end local luxury car",have been weakening.In May 2020,WEY fell to 40 th in China's auto sales list.It can be seen that consumers' brand recognition and loyalty have not been effectively improved.In recent years,independent luxury car brands have entered the high-end market,such as Geely Lynk & Co,Hong qi and New bao jun,which are in fierce competition with WEY in the market segment.As a latecomer of luxury brands,its primary task is to be recognized,familiar with and recognized as soon as possible since its market foundation is not as deep as that of foreign luxury brands.Based on the above background,this paper determines to complete this paper from the perspective of marketing.Firstly,the research purpose and significance of this paper are clarified.In order to obtain first-hand information about the marketing status of WEY automobile,questionnaires,on-site interviews with internal personnel and on-site observation of 4S stores were used.Secondly,after to get the corresponding data,determine the theoretical basis for the 4 p theory,this paper use 4 p theory and analyses the WEY automobile marketing present situation,with the SWOT method to analyze the WEY automobile marketing environment,using the funnel model evaluation and analyzed the effect of the WEY automobile marketing consumer interviews survey results,the quantitative evaluation for the advertising effect.Finally,according to the investigation results,there are problems with the marketing strategy of WEY automobile and related reasons,mainly from four aspects of price,product,channel and promotion.Suggestions from the four aspects are proposed to optimize WEY auto marketing strategy.