Research On Marketing Strategy Optimization Of WFJY Company Commercial Vehicle

Influenced by increasing upward pressure on the economy,China’s commercial vehicle sales in 2021 reached 4.793 million units,down 6.6% year on year,indicating that China’s commercial vehicle industry is at an important stage of transformation from high-speed growth to high-quality development.WFJY company,as the regional agent of JMC Weifang,must optimize and upgrade the marketing strategy,improve the internal management efficiency,find new profit growth points,and comprehensively enhance their competitiveness,in order to survive in the increasingly fierce competition environment.This study combined PEST theory,Porter’s five forces model,7PS marketing mix strategy related theories,WFJY company faced with a comprehensive scan of the macro environment and competitive environment,and combined with the results of the questionnaire survey of employees and customers of WFJY company,WFJY company marketing strategy problems.Then,using the 7PS marketing strategy theory,the WFJY company’s product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy,process management strategy was optimized.Finally,in order to ensure the successful implementation of the marketing optimization strategy,according to the actual situation of the company,a series of guarantee measures including corporate culture guarantee,corporate talent guarantee,corporate information guarantee,corporate organization guarantee,etc.This study is not only to optimize and upgrade the marketing strategy of WFJY Company,so that the company can adapt to the changing marketing environment faster and better,gain a place in the fierce market competition environment and maintain its market share,but also a beneficial practice of the 7PS marketing strategy theory at the level of commercial vehicle dealers.For other similar car dealers to adjust and optimize their own marketing strategy to provide some reference.