Research On Marketing Strategy Optimization Of A Motor Company

China’s auto market has officially entered the game of the stock market,and it is developing in the direction of electrification,intelligence,networking,sharing,and lightweight "five modernization integration",and the market head effect is obvious.Automobile joint ventures are the epitome of the national strategy of exchanging market for technology in the development process of China’s automobile industry,and joint venture brands often occupy the dominant position in market development,whether it is the establishment of the motor market position,the introduction of SUV models,and the householdization of MPV models,joint venture brands all play an important role in the rapid development of the automobile market.The Chinese automobile industry has also completed a grand layout from external forces,to localization,and then to high-end development in this industry wave.However,since 2015,the market share of second-and third-tier joint venture brands represented by A Motor has declined year by year,entering the most difficult period.Some brand cars have been delisted in China one after another.At present,A Motor enterprises are facing the dilemma of declining market share in sales,large-scale withdrawal of dealers and losses.The traditional marketing model cannot meet the rapidly changing China’s auto market,and innovative marketing reform is imperative.Based on theoretical research,this paper analyzes how to optimize the marketing system to improve the competitiveness of A Motor in the current China’s auto stock market.Firstly,the paper expounds the background of the topic and the research significance,research method and research content of A Motor.Secondly,it expounds STP theory and 4Ps theory,makes a literature review on marketing strategy and automobile marketing research in Chinese market.Then,the paper carries out basic research by case analysis,questionnaire survey and interviews with internal personnel,introduces the company profile,marketing environment and marketing strategy status of A Motor,and analyze the current situation of A Motor in three aspects of STP,the problems existing in the 4P perspective and corresponding reasons.Finally,on this basis,the paper puts forward the corresponding optimization ideas and marketing strategy optimization plan,as well as the implementation of relevant safeguard measures to consolidate the optimization measures.The main conclusions,shortcomings and prospects of this paper are also specified in the final chapter.