| As the economic situation enters the new normal,the automobile industry,as an important part of the manufacturing industry,has developed into one of the pillars of the national economy.In 2020,The State Council clearly proposed the direction of vigorously developing emerging strategic industries,which requires comprehensive cultivation of new formats,new products and new technologies for the new energy automobile industry.How to realize complementary advantages,distinctive features and scientific structure is an important breakthrough point.Vigorously developing new energy vehicles will become an opportunity to realize China’s leap from a big automobile country to a strong country,and at the same time to effectively deal with environmental deterioration and promote the implementation of green sustainable development strategy.With the emergence of diversified demands of consumers,the traditional marketing model is no longer suitable for all scenarios in the new environment.Creating a new marketing model is the part that enterprise managers must attach importance to.The research object of this thesis is GAC Aian New Energy Vehicle Co.,LTD.,a subsidiary of GAC Group.Firstly,it summarizes and analyzes its development status and marketing development from the perspective of 4P,and looks for the problems it faces in the field of marketing.Through the analysis,it is found that there is a lack of entry-level and medium-sized new energy products in terms of products,the price does not cover the consumer market of less than 100,000 yuan and more than 350,000 yuan,the speed and strength of transformation in terms of channels is not enough,and there are problems of blindness and lack of creativity in terms of market promotion.Secondly,the macro-environment and micro-environment are analyzed,and the direction and suggestions of its marketing strategy are given based on SWOT analysis,so as to give full play to its brand advantages,increase investment in technological innovation,and continuously launch products needed by the market.Meanwhile,a new customer service system is created to continuously innovate itself.Finally,by the STP strategy of new energy automobile market segmentation analysis,find the target market and positioning of gac Mr Abe,on the basis of the use of marketing mix strategy,for the gac Mr Ann in marketing offer certain support and advice,and from the enterprise culture,enterprise system and safeguard measures in three aspects: the human resources plan. |
