Research On Marketing Strategy Optimization Scheme Of Changan Automobile Company

With the development of economy and society,the car is no longer a simple means of transportation,but has more added value.It has become an intelligent terminal.As the industry develops from hardware to software,automobile manufacturing gradually evolves into "intelligent manufacturing" of automobiles.In addition,based on the background of global environmental deterioration,the rise of new energy drives the secondary development of the automobile industry.In particular,China has bravely assumed the obligation of being a major country and become the leader in the development of global new energy vehicles.The domestic industry competition is increasingly fierce,and a tripartite pattern of traditional vehicles,new forces in car manufacturing and cross-industry car manufacturing enterprises has been formed at present.Changan Automobile is one of China’s four traditional automobile groups,with strong resources and cost advantages,but its current market value is far lower than BYD,Great Wall and other automobile enterprises.As a traditional automobile enterprise with a history of more than 160 years,how to stand out in the fierce competition and keep up with the pace of The Times for transformation has become a problem worth thinking about.Changan Automobile also attaches great importance to transformation.At present,Changan Automobile is in the third stage of entrepreneurship,and is committed to the direction of intelligence and electrification.This paper takes Changan Automobile as the research object.First of all,the development history and company overview of Changan Automobile are introduced,and the macro and competitive environment of Changan Automobile is introduced based on PEST framework and Porter’s Five Forces model,and the development background of the automobile industry is elaborated from both global and domestic perspectives.Secondly,from the perspective of 4P theory,it introduces the marketing status of Changan Automobile in four aspects: product,pricing,channel and promotion.Then,based on the above comprehensive background information,it further analyzes the marketing problems faced by Changan Automobile and their causes.According to the development trend of the industry,it makes a detailed analysis in a qualitative and quantitative way and gives optimization suggestions.Finally,it puts forward relevant safeguard measures for the implementation of the overall optimization scheme.From the perspective of marketing,this paper provides optimization suggestions for the company,aiming to help the company improve the market share at home and abroad,further promote the intelligent development of Chinese independent brands,and also provide reference for the development of other traditional automobile enterprises or independent brands.