Research On Customer Experience Management Of New Energy Vehicles In WL Company

In recent years,China’s economy has grown rapidly,the automobile market has also developed vigorously,and the competition among enterprises has become increasingly fierce and complex.Under this era environment,automobile manufacturers and dealers must optimize the marketing model,actively explore new marketing models,and then improve sales.At present,the business and theoretical circles attach great importance to the needs of consumers,aiming to provide consumers with high-quality and high-value services,so as to win the favor of consumers,improve consumer loyalty and strengthen the core competitiveness of enterprises.The new experiential marketing model just can effectively meet the diversified needs of enterprise value competition.It has been concerned and recognized by more and more automobile enterprises,and has gradually evolved into a new marketing model in the automobile sales market.In the process of research and analysis,this paper comprehensively analyzes the application and development trend of experiential marketing model at home and abroad from different levels and dimensions,and studies the marketing market development of WL new energy vehicle brand in China.On this basis,SWOT analysis is carried out for WL new energy vehicle sales company,This paper points out the advantages and disadvantages of this brand in experiential marketing,and then explores a scientific and reasonable experiential marketing model that meets the development needs of WL new energy vehicles.In the process of research and analysis,this paper takes the customer experience management theory as an important basis and guidance,introduces the case analysis method and literature analysis method,and analyzes the customer experience management mode of WL company’s new energy vehicles from multiple dimensions.Firstly,according to the development status of WL new energy vehicle company,this paper analyzes the implementation and development trend of its customer experience management mode,and points out its existing problems,such as the serious lack of customer experience theme,the serious homogenization of customer experience,etc;Secondly,SWOT analysis,PEST analysis and Porter’s five forces model are introduced to deeply analyze the macro environment and competitive environment of WL new energy vehicle,and clarify its advantages,disadvantages,opportunities and threats in the development process;Finally,based on the development needs of WL new energy automobile company and the external market environment,this paper puts forward strategies to further optimize the customer experience management ability,such as building the whole process customer experience model,enriching the customer experience content,investigating the actual needs of customers,etc.at the same time,it also puts forward perfect guarantee measures from the aspects of capital,system and so on.After implementing the customer experience management mode and providing customers with differentiated services,we can comprehensively "pain points" in customer service,clarify the universal needs of customers,ensure that customers enjoy high-quality services,enable enterprises to establish a good brand image and strengthen their core competitiveness,so as to promote WL new energy vehicles to achieve the overall goal of healthy and sustainable development.