Research On The Marketing Strategy Of SAIC R New Energy Vehicle Company

With the continuous implementation of China’s energy transformation strategy and the implementation of low-carbon and environmental protection policies,with the strong support of the government,the new energy vehicle industry shows an irresistible development trend.However,with all kinds of competitors competing to enter the field and the continuous decline of government subsidies to the field of new energy vehicles,the market competition is becoming more and more intense,SAIC R new energy vehicle company needs to keep up with the trend,base itself on the market,find its own shortcomings and make timely adjustments in sales strategy,so as to continuously expand its market share and make it invincible in the new energy vehicle market.After studying the relevant literature and theories of new energy vehicle marketing,this paper first analyzes the marketing status of SAIC R automobile company,and combined with the questionnaire survey of new energy vehicle consumers,puts forward that R automobile company has low brand awareness,lack of innovation in product design and vehicle performance to be improved in the current marketing process,There is a gap between the product price and consumers,the number of offline experience stores is small,the online we media content is not attractive,and the number of R brand super charging stations is small,which can not provide personalized matching services for vehicle configuration.Then,it analyzes the external macro environment,industry environment and the advantages and disadvantages of R automobile company,lists the SWOT matrix,and puts forward that R automobile company should give full play to its advantages,continuously innovate technological development,master cutting-edge core technology,continuously improve brand strength and image,speed up the layout of channels and service facilities,and innovate service concept,Optimize the differentiated development strategy of business model.Based on the analysis of STP theory,it is proposed that R automobile company should choose the medium and high-end market in the third tier and above cities,and the main target population is the young group aged 18-35.The market positioning should be: medium and high-end new energy vehicles with leading technology and considerate service.On this basis,based on 4I theory,this paper puts forward a complete marketing strategy.In terms of interesting,it puts forward: differentiated self-Media marketing content to increase the interest of brand publicity and improve brand awareness;In terms of interests: launch the sales model of vehicle electricity separation to reduce consumers’ car purchase cost,improve after-sales service quality,strengthen technological innovation,improve product added value,and improve the exclusive rights and interests of car owners;In terms of interaction: accelerate the layout and construction of various offline stores,practice green environmental protection actions,participate in social public welfare activities,provide an interactive platform for car owners and form a brand communication circle;In terms of individuality: enrich the humanized design of vehicles,provide personalized vehicle configuration services,and formulate promotion policies for specific groups.Finally,for the implementation of marketing strategy,this paper puts forward the guarantee measures in four aspects: capital,digital intelligence ability,human resources and production.