Research On The Marketing Strategy Of WL Company New Energy Vehicle

In the face of continuous energy crisis,increasingly prominent environmental pollution and accelerated upgrading of auto industry,new energy vehicles have a significant impact on energy conservation,emission reduction and ecological environment optimization,which makes it get momentum continuously worldwide.The Chinese government also listed the development of new energy vehicles as one of the key emerging industries,and quickly issued a series of safeguard measures,which is consistent with the generally emphasized concept of green travel and conforms to the current growth trend of people’s concept of environmental protection.Due to the late start of new energy vehicles in China,compared with the world advanced level,there is still a large gap in core technology research and development,market development,after-sales guarantee and other links.At present,there is a strong market and development space.WL company started series production of new energy vehicles from 2017 on the basis of multiple years of experience on the production of traditional vehicles.Featuring advantages of brand and channel,it presents sound development trend.Over the development process,WL company has been working hard to get over its weakness,enhance efforts on R&D and improve industrial chain and supply chain continuously.Under the guidance of meeting"demand of the public",it develops into scale production and attains deep recognition in the consumer market by virtue of its "high cost performance".Currently,thanks to the launch of WL MINIEV,the company takes the lead in the new energy vehicle market.However,it is an important issue for WL company in the marketing of new energy vehicles to maintain the vitality of "top selling products" in the market,extend and raise sales trend,which serves as the research objectives for this thesis.This thesis carries out a series of studies around the new energy sales of WL company with the methods of literature research,case analysis,data analysis and field research.In the process of further studying the marketing status of WL company,it is concluded that there are many problems in the product,price,channel and promotion of WL company’s new energy vehicles.Based on the analysis on the macro and micro environment,advantages and disadvantages of the company,it illustrates the overall situation and framework of the development of WL company.In this way,it provides accurate analysis background for the application of STP later and thus derive the segmentation,target market and market positioning of the company more precisely.On the basis the study above,this thesis raises suggestions on marketing strategy optimization from multiple aspects of products,price,channel and promotion and puts forward relevant guarantee measures from perspectives of organizational structure,human resources,finance,information technology and corporate culture.In addition to the study in accordance with common framework,this thesis emphasizes the innovative study from marketing perspective.It takes current intelligence-oriented and network-oriented trend into consideration and utilizes the integration of platform to realize the overall upgrading of marketing performance.By doing so,it sets to promote the marketing of WL company’s new energy vehicles,ensure the scientific character and sustainability of products and marketing strategy,improve product vitality and realize corporate growth.