Research On Marketing Strategy Optimization Of ORA Automobile Of Great Wall Company

Increasingly serious environmental pollution has damaged the living environment.The continuous progress of automotive technology has brought new methods for environmental improvement,and the development of new energy vehicles has become a national strategy in 2018.In the past decade,a large number of new energy vehicle manufacturers have emerged in China,and hundreds of new energy vehicle brands have appeared on the market.The development of new energy vehicles can not only promote China to build a resource-saving and environment-friendly society and improve the living environment of our people,but also contribute to the further development of China’s automobile industry,integrate with the development of the world’s new energy automobile industry.The new energy vehicle industry will have a good impact on China’s economy,environment,science and technology,humanities and other aspects.This paper takes ORA automobile of Great Wall company as the research object,adopts the methods of literature research,user research and data analysis,and uses the7 p marketing combination theory to analyze its adopted strategies and problems from the current marketing situation of ORA automobile.Through the way of issuing questionnaires,the consumers are analyzed according to the current consumers’ cognition and Consumption Willingness of new energy vehicles and ORA vehicles.From the macro environment,this paper makes a pest analysis on the political,economic,social and technical environment faced by ORA automobile.Through SWOT analysis,we can make the corresponding matrix.Through the analysis of STP strategy,we can see the shortcomings of the current enterprise,and adjust and optimize the relevant strategies.Finally,formulate relevant optimization schemes for the long-term development of ORA automobile.According to the analysis of ORA automobile and relevant optimization schemes,it can be seen that ORA automobile is facing an increasingly competitive market.Although the enterprise has relevant advantages in product design and renewal,the production capacity supply is insufficient,the channels are not perfect,the pricing is not perfect,and the positioning is slightly extreme.ORA automobile wants to obtain long-term development in the future,We need to make persistent efforts to solve the current problems and make greater progress in the new energy vehicle market.