SH Company Environmental Protection Car Marketing Strategy Optimization Research

SH Company is a full-chain green car modification and manufacturing company integrating technology research and development,manufacturing,operation,after-sales and so on.The main products of the company are green cars such as sewage suction trucks and garbage trucks.In recent years,the state has comprehensively promoted the construction of civilized cities and beautiful countryside,and local governments have increased the purchase demand of environmental protection vehicles and environmental protection affiliated products year by year.The market development space of environmental protection vehicles is large and the prospect is good.However,the competition among Chinese environmental vehicle enterprises is fierce,and the new products and new demands are updated rapidly.Facing the huge environmental vehicle market,SH Company’s environmental vehicle marketing is faced with many practical problems.For example,the product market competitiveness is weak,customers have high requirements for the product function,the product price is too high,the marketing channel is narrow,the promotion means is single,etc.With the entry of large state-owned enterprises into the environmental protection vehicle equipment industry,the cake of the sanitation vehicle market is further divided,leaving SH Company with diminishing space for growth.This paper takes SH Company’s environment-friendly cars as the research object and uses the 4P theory to study SH Company’s existing marketing strategies of environment-friendly cars from the perspectives of product,price,channel and promotion.Through the questionnaire survey of SH Company’s customer groups,government departments,environmental protection enterprises and various management departments,the research finds that SH company has such problems as few product types,lack of product functional advantages,high product price and low competitiveness,insufficient marketing ability and service,and single promotion methods.According to the actual situation of the company,give optimization suggestions for product strategy,price strategy,channel strategy and promotion strategy.In terms of products,it is suggested to develop customized products for customers’ individual needs,batch customization strategies for bulk products and new energy products.In terms of price,it is suggested to optimize strategies such as one customer pricing system,dealer step pricing,regional pricing and installment payment.In terms of channels,it is suggested to focus on maintaining the optimization of direct selling of major customers and distributor distribution channels.In terms of promotion,it is suggested to carry out various forms of exhibition and website advertising.In order to ensure the effective operation of these suggestions,the measures of marketing organization,technology,personnel,after-sales service and incentive guarantee are given to provide relevant reference for the company.