Research On Improving The Marketing Strategy Improvement Of Wuling New Energy Vehicle For Consumers

As the climate issue of global warming becomes increasingly prominent,the United Nations calls for the world to unite and reduce carbon emissions in order to alleviate the greenhouse effect.In recent years,the contradiction between energy supply and demand and pollution problems in China have become increasingly apparent.Vigorously developing new energy vehicles is not only a breakthrough to solve many problems,but also an inevitable choice to change and improve the structure of China’s automotive industry.The automobile industry’s strong dependence on energy consumption is also an important reason for severe global environmental pollution.At present,the automotive industry has become an important pillar industry of China’s national economy and a core industry that can play a leading role in the healthy and sustainable development of the economy.Its total volume has been continuously increasing.Since2010,China’s production and sales of new energy vehicles have been increasing year by year,ranking first in the world.Against the backdrop of environmental protection and supply side reforms,economic development is increasingly focusing on reducing carbon dioxide emissions and energy consumption.With the support and protection of national policies,although China’s new energy vehicles have achieved rapid development in recent years,there is a significant gap between them and foreign automobile giants in terms of brand image,technological level,and market strategy.In this context,the study of marketing strategies for Wuling new energy vehicles in this article is of great significance.This article takes Wuling New Energy Vehicles as the research object,first introduces the company’s marketing situation,and at the same time,analyzes the actual marketing situation of the company’s new energy vehicle products.Through the use of PEST analysis and Porter’s five forces model,the group’s marketing environment and development opportunities are analyzed and explored.By distributing survey questionnaires,the current marketing strategies of Wuling New Energy Vehicles are analyzed to address issues such as incomplete product layout,low consumer willingness to pay costs,inadequate after-sales service,and unclear promotional effects.Based on the 4C theory,propose corresponding marketing strategy optimization plans for Wuling New Energy Vehicles.Firstly,in order to improve the product layout,it is necessary to improve the product layout of Wuling New Energy Vehicles.In terms of product layout,it is necessary to consider the different needs of different consumers for product functions.Secondly,in order to increase consumers’ willingness to pay costs,it is necessary to further improve the quality to price ratio of products and enhance consumers’ recognition of the brand.Furthermore,in order to improve the quality of after-sales service,attention should be paid to the construction of after-sales maintenance outlets and the training of after-sales maintenance personnel.Finally,in order to enhance the effectiveness of publicity,a combination of online and offline publicity can be used to increase promotional channels.By combining online and offline promotion,we aim to increase advertising channels and strengthen publicity efforts,thereby enhancing consumers’ understanding of the product and ultimately increasing its sales volume.