Wuling New Energy Vehicles Research On Digital Marketing Strategy Optimization

With the increasing competition for new energy vehicles and the flourishing development of digital era and big data technology,traditional marketing methods are no longer suitable for the changes in the current market.New marketing means such as live broadcast with goods,digital marketing platform and consumer forum have gained more young consumers’ choices,so digital marketing has gradually become the core of marketing management of automobile enterprises.On the basis of literature research on digital marketing strategies both domestically and internationally,this article explains and summarizes the current status of digital marketing for new energy vehicles at Wuling Company based on STP theory and 4P theory,and conducts macro and micro environmental analysis and SWOT analysis,laying the foundation for subsequent problem analysis and formulation of optimization strategies.In the problem analysis,through the STP theory,the market segmentation and target customer groups of Wuling’s new energy vehicles are analyzed,and it is concluded that Wuling’s new energy vehicle business has the problems of narrow target market and single product type;Through the 4P theory and methods such as Python crawler crawling consumer online comments, keyword sentiment analysis,and marketing data comparison,it was found that Wuling Company has problems in the digital marketing process of new energy vehicles,such as insufficient product strength,disguised price increases,missing online orders,and low conversion rate of new media leads.In the optimization design of digital marketing strategies,STP theory and4 P theory are combined to divide the problems existing in enterprises into five dimensions: market,product,price,channel,and promotion.Taking into account the current development status of the enterprise,specific directions and optimization measures for digital marketing have been proposed,such as expanding target markets,expanding product matrices,enhancing product strength,strengthening dealer supervision,optimizing pricing strategies,strengthening online channel construction,precision marketing investment,and promoting new media transactions.And to ensure the smooth implementation of the plan,the support and guarantee content required for implementation has been proposed.