A Study On Marketing Strategy For New Energy Vehicle Parts Of L Company

The 14 th five-year plan is the critical time for automotive industry to revolute and upgrade its mode.The development goal of global carbon peak and the carbon neutralization also continuously drive the healthy and sustainable development of the automobile industry chain.So far,the new energy vehicle industry is in a transition stage from start-up to rapid development,and the number of new energy vehicles has increased nearly ten times in five years.As one of the auto industry chains,the automotive parts industry carries out industrial upgrading at the same time.Due to the new market is developing,the industry itself needs to change the marketing model to adapt to the revolutions of the whole industry.Took L automotive parts company as a research case,combined with the relevant theories of marketing management,it is aimed to study the marketing strategy of the company’s new energy auto parts.Firstly,literature analysis is used to summarize marketing problems of domestic and abroad new energy vehicle and parts industry.Then through using PEST analysis model and other tools,this paper researches external environment and development trend of L company;Using STP analysis method and 4P theories,this paper analyzes the company’s current market status of products,and studies marketing strategy.Moreover,through internal interview and satisfaction survey,qualitative and quantitative analysis are applied to deeply study the problems existing in the marketing process of new energy automotive parts of L company.Last but not least,in view of the problems existing in the current marketing strategy of new energy vehicle parts,this paper puts forward corresponding improvement countermeasures,which is mainly reflected in systematically positioning new energy vehicle customers and differentiated management according to the enterprise strategy,developing new products and optimizing the sustainability of core products,adopting flexible price method while quoting to customer and proceeding new order award result relevant analysis,expanding the current marketing channels to avoid unmatching with company strategy and carrying out purposed and personalized marketing promotion on company and its products.To make sure the marketing improvement actions put into effect,this paper brings up relevant suggestions as improving the company agility,deepening human resource development,formulating reasonable performance management and incentive system and establishing marketing management risk awareness.The research on the existing problems of L company’s marketing strategy will help this company to achieve organizational goals and promote enterprise progress.The proposed countermeasures have certain inspiration for enterprises which have similar problems in the same industry in the formulation of new energy automobile parts marketing strategy.