Research On Optimization Of Marketing Strategy Of WL New Energy Vehicles Company

With the growing challenges of global energy shortages,environmental pollution,and driving safety,the global automotive industry is moving towards new energy,intelligence,networking,and sharing.On the basis of two issues of energy security and the green environment,China considers that the new energy automotive industry is an important growth industry.In this context,in order to comply with the requirements of the times,many new energy enterprises have emerged,and the competition in the domestic new energy vehicle market is becoming increasingly fierce.Various domestic brands and new forces in car manufacturing are rapidly developing,and many state-owned enterprises are striving to create their own unique new energy vehicle brands.In this situation,it is particularly important to develop their own marketing strategies to enable enterprises to occupy their own position in the fierce market competition.This article selects WL New Energy Vehicle Company as the research object,which has created a new business model in the automotive industry and has sparked many energy vehicle companies to follow suit.WL describes itself as a user enterprise.In this way,cars become a bridge between users and WL,rather than simply delivering products to users.After traditional cars are sold to users,the connection between car companies and users shifts to the connection between users and 4S stores.However,after users purchase WL cars,the connection between WL and users is established,and everything WL does is guided by user needs.Although WL has created a brilliant new model for car manufacturing,there are still many problems,which is also why its sales and revenues are not ideal.This article starts with the current marketing situation of WL and summarises its sales issues in four respects: product,price,channel and promotion.Through macroeconomic analysis,microenvironmental analysis,and SWOT analysis of WL new energy vehicles,development suggestions are proposed to strengthen the core technology of three electric vehicles,accelerate product research and development layout,enhance user experience,reduce product costs,consolidate a segmented market with a high level of new energy vehicles and increase brand competitiveness.In conjunction with the strategic analysis of the STP and the marketing combination strategy,this document sets out proposals to improve the new WL energy marketing strategy and proposes protection measures from three aspects of human resources,business culture and the system.