Research On Optimization Of Multi-channel Marketing Strategy For X New Energy Vehicles

With the continuous development of automobile technology,the momentum of new energy vehicles is becoming stronger and stronger,and with the continuous diversification of consumer demand,new energy vehicle companies have higher and higher requirements for marketing.In this context,marketing channels,as a means of low-cost and rapid access to target customers,are also getting more and more attention.Therefore,how to build a marketing channel with the goal of collaborative development and user operation as the link Multi-channel optimization scheme with the integration of online and offline construction as the carrier and marketing organization management as the guarantee has become the difficulty of enterprise marketing management.This paper takes X new energy vehicle as the main research object to carry out the optimization research of its channel strategy.As a brand with a relatively late start in domestic new energy vehicles,X New Energy Vehicles has chosen many marketing methods based on the dealer model,with the delivery center store radiating the surrounding supermarkets and POP stores,supplemented by the manufacturer’s direct stores.This model has both advantages and disadvantages.At the same time,X New Energy Vehicles has problems in the management methods of dealers and the management standards for sales personnel.Therefore,this paper designs relevant questionnaires based on the theoretical basis of marketing channel structure,channel behavior and channel relationship through a large number of literature reading and summary,and summarizes the current situation and existing problems of X New Energy Automobile Company’s marketing channels through quantitative questionnaire data analysis.The main reason is the lack of autonomy of the dealer’s advertising;The external publicity is lax and lacks unified standards;The problem of offline channels where salespeople rely too much on store publicity and lack the ability to develop;The online channel network construction is not perfect,the structure is chaotic,and the degree of professionalism is insufficient.In response to these problems,the paper,combining with the relevant theories and practices of marketing channel management at home and abroad,puts forward suggestions on the cooperative development of marketing channels,user operation management,online and offline integration construction,and channel organization management,and constructs a multi-channel marketing system to achieve mutual cooperation among various channels,unify the marketing standards and personnel management requirements of various channels,and stimulate the pioneering and innovative spirit among channels,To ensure the marketing efficiency of X new energy vehicles.