Research On Marketing Strategies Optimization Of L Automobile In China

At present,China has become the largest auto market in the world,gathering many domestic and foreign auto brands.After 8 years of development since its entry into China in 2014,L Automobile’s market share is still at the lower level of luxury automobile brands,and its brand influence is still relatively weak.In this case,how to improve the market share quickly and join the higher brand camp by optimizing the marketing strategies is an important issue for L Automobile.This paper takes L automobile as the research object,deeply analyzes its problems of marketing strategies in the Chinese market,and propose optimization measures,it will also provide reference for other automobile brands.This paper carries out research on L Automobile marketing strategy in the Chinese market.Firstly,analyze the external marketing environment and the industry competition environment,identify the opportunities and threats in the market,and identify the threats of competitors,so as to provide a basis for the optimization of subsequent marketing strategies.Then,based on 7Ps marketing theory,through questionnaire analysis and comparative analysis with other luxury automobile brands,find out problems existing in the marketing strategies of L Automobile in China,analyze from seven aspects which are product,price,channel,promotion,personnel,tangible display and process.After relevant analysis,combine the advantages and characteristics of L Automobile itself,propose optimization measures for the marketing strategy of L Automobile in Chinese market from seven aspects: product,price,channel,promotion,personnel,tangible demonstration and process.To improve product competitiveness,improve the price setting,expand the channels of distributions,innovate marketing model,improve the personnel quality,optimize the tangible demonstration method,improve the service process.Putting forward the guarantee measures in order to ensure the implementation smoothly,including organization guarantee,system guarantee,personnel guarantee,equipment and facilities guarantee,cultural guarantee.Through the optimization of marketing strategies,L Automobile will further promote the brand influence and market share in Chinese automobile market,and help L Automobile step forward from the second tier to the first tier.