Research On Marketing Strategy Improvement Of WL Automobile Company Mini EV New Energy Vehicle

In the context of the country’s efforts to strengthen environmental protection and supply side reform,reducing carbon emissions and energy consumption has become an important issue in economic development.Especially since the 14 th Five-Year Planfor National Economic and Social Development,it has become a social consensus that economic society and ecological civilization develop in concert to build a beautiful China.The new energy automobile industry is an emerging industry.The development of the new energy automobile industry has a profound impact on the development of the automobile industry and the protection of the ecological environment.The new energy automobile is of great significance to energy conservation and emission reduction,improving air pollution,and protecting the environment.As an important product for family consumption today,with the improvement of people’s awareness of environmental protection,the change of product demand and the development of platform economy such as new media,consumers’ purchasing behavior has changed.In addition,new energy vehicles are different from traditional fuel vehicles in terms of power,design style,intelligence and consumer groups.The traditional marketing model has been unable to meet today’s consumer diversification Personalized consumption demand and innovation of marketing mode are the inevitable trend of enterprise marketing management.The improvement of marketing strategy has become the key to enhance product sales and market share.Based on the theoretical background of target market strategy,4ps marketing mix theory and the current marketing situation of the Mini EV new energy vehicle of WL Automobile Company,this paper adopts literature research,questionnaire survey,case study and other research methods,and applies 4Ps marketing mix theory,PEST analysis,STP theory to analyze the external macro marketing environment The external micro marketing environment and internal marketing environment are analyzed,combined with the market questionnaire survey and data analysis of the car owners and potential customers,to find out the problems and possible reasons in the target market selection,market positioning and marketing strategy combination of the Mini EV new energy vehicles of WL Automobile Company.This study finds that the current marketing mix of Mini EV new energy vehicles of WL Automobile Company is still dominated by the traditional marketing model.There are some problems,such as too narrow target market,too biased market positioning towards women consumers,single product configuration leading to insufficient competitiveness,price inelasticity,lack of innovation in channels,blindness and passivity in promotion strategies,which cannot better adapt to changes in the marketing environment.Based on this,on the basis of marketing theory and in combination with the reality of WL Company,this paper puts forward the countermeasures and suggestions on the market strategy and marketing strategy combination of Mini EV new energy vehicles of WL Automobile Company,which are mainly reflected in broadening the target market selection,optimizing the market positioning,enriching the product configuration,flexibly formulating the product price,paying attention to creating new marketing channels,and leveraging the promotion strategy of the network new media platform.Finally,it puts forward the guarantee measures for the implementation of marketing strategies from the aspects of organization,talents and funds.