Research On Automobile Marketing Strategy Of Dongfeng Nissan Z Company

With the rapid economic development in the 21 st century,China has become the second largest economy in the world,the income and consumption level of residents have been greatly improved,and it has become one of the important markets for global automobile consumption.With the entry of automobile brands from various countries,the production technology and sales of automobiles have shown a leap growth,and the per capita ownership of domestic automobiles has increased year by year.As the fuel vehicle market tends to be saturated and China vigorously promotes the development of new energy industry requirements,new energy vehicles are developing rapidly,and quickly occupy the fuel vehicle market,the automobile market competition has entered a white-hot stage.Dongfeng Nissan,as the representative of the traditional fuel vehicle brand of the mainstream joint venture car enterprises,has seen its sales decline year by year in recent years.The company urgently needs to improve its marketing methods and marketing strategies to ensure that the company will not be eliminated by The Times in the market competition in the automobile industry.First of all,this paper uses the questionnaire and interview method to understand the marketing overview,marketing strategy and marketing problems of Dongfeng Nissan Z Company;Secondly,PEST analysis and Porter’s five forces model are used to analyze the macro and micro marketing environment of Dongfeng Nissan Z Company.Once again,SWOT analysis is used to analyze Dongfeng Nissan’s strengths,weaknesses,opportunities and threats,and SWOT analysis matrix is established to determine Dongfeng Nissan’s market positioning.Finally,according to the existing problems and company positioning of Dongfeng Nissan Z company,the marketing improvement strategy and corresponding safeguard measures are proposed.With the advantages of energy saving,environmental protection,economic application and strong sense of science and technology,domestic independent brand new energy vehicles continue to seize the target market of Dongfeng Nissan and become its strong competitor.Therefore,Dongfeng Nissan Z company should seize the pace of the company’s new energy vehicle research and development,deepen the field of intelligence and electrization,and complete the adjustment of product structure.It is suggested that Dongfeng Nissan Z Company open the two-way development mode of fuel vehicles and new energy vehicles,use 4C,4R marketing concepts,and improve the existing product strategy,brand strategy,channel strategy,etc.;Improve the company’s system construction,brand construction,personnel construction,etc.