Research On Marketing Strategy Of Y Company’s Two-Wheeled Electric Vehicle Business

My country is currently striving to establish the image of a major country responsible for the world’s environment,and responding to the call of the UN Government’s Committee of Experts on Environment and Climate Change,strive to achieve the peak of carbon dioxide emissions by 2030 and strive to achieve the goal of carbon neutrality by 2060,based on the above macro policy environment,the development of China’s two-wheeled electric vehicle industry will usher in new opportunities.At present,China is the key market for two-wheeled electric vehicles in the world,and the market share and annual sales are the world’s leading.Due to the low technical threshold for the production of two-wheeled electric vehicles,the industrial structure is relatively scattered.However,after the implementation of the new national standard policy,the clearing of the two-wheeled electric vehicle industry has been greatly promoted,and the industrial concentration has also been continuously improved.The market share of leading enterprises is also gradually increasing.This article takes Y company’s two-wheeled electric vehicle business as the research object,and combines the company’s actual marketing status and the internal and external environments to carry out research on digital marketing strategies.This article firstly starts from the current marketing situation of Y company’s two-wheeled electric vehicle business,summarizes six marketing problems of Y company in three aspects:product,channel and promotion,and analyzes the causes of the problem.Seeing that there is a disconnect between Y company in adapting to digital marketing characterized by online content marketing interaction,multi-touch communication with young consumers,and establishment of a humanized brand image,and lack of Internet thinking when formulating marketing strategies.Then,through the macro environment analysis,competitive environment analysis and internal resource analysis of Y company’s two-wheeled electric vehicle business,SWOT analysis is used to put forward targeted marketing strategies to guide the following directions:focus more on high-end manufacturing and high-end products,Focus on realizing channel expansion and retail reform,multi-scenario promotion model of online publicity+offline experience,optimizing sales company structure and improving marketing capabilities.Finally,combined with the STP analysis,it is clear that Y company should formulate a digital marketing strategy suitable for the characteristics of the Internet era for the higher-end intelligent two-wheeled lithium-ion vehicles manufactured for the young and middle-aged white-collar groups and middle-and high-income groups in first-and second-tier cities.Propose the implementation measures of the digital marketing strategy based on the concept of Marketing 4.0 for the two-wheeled electric vehicle business of Y company,namely,provide content marketing that is valuable to users,build differentiated and humanized brand marketing,multi-channel promotion based on traditional methods and digital technologies,using mobile Internet and social media to do interactive promotion,and the guarantee was put forward from the four aspects of corporate capability,human resources,corporate culture and corporate system measure plan.Through the research on the status quo of Y company’s marketing,it is found that the company’s marketing strategy is not suitable for the development of the times,and the direction of the company’s future two-wheeled electric vehicle business marketing strategy formulation is put forward according to the problem,that promoting the development and progress of Y company;for the lack of marketing 4.0 concept of Y company,It proposes four aspects specific strategies for enterprises.Through the analysis of the marketing strategy of Y Company’s two-wheeled electric vehicle business,we can draw a clear direction judgment on the development trend of the industry,and also have certain reference significance for the healthy and sustainable development of other companies in the industry.