Marketing Strategy Research Of Niu Technologies Two-wheeled Electric Scooter Under VUCA Situation

Two-wheeled electric vehicles market share is still in high level.With promulgation and implementation of the new national standard,the production structure and enterprise marketing of Chinese two-wheeled electric vehicle industry have to be adjusted in order to face to changes.New national standard will greatly promote two-wheeled electric vehicles industry,new national standard enhances the safety and lower technical risks of the old national standard and effectively protects the safety of people’s lives and property.However,due to the volatility,uncertainty,complexity and ambiguity brought about by the new national standard,the complex and rapidly iterative dynamic environment faced by enterprises has brought greater challenges to decision makers.This paper makes research on marketing management issues of two wheeled electric vehicles under the influence of market variability,uncertainty,complexity and fuzziness.Through the method of case study,taking Niu Technology as a core enterprise to analyze the marketing strategy of Niu Technology under the influence of VUCA.Firstly,based on the SWOT analysis framework under the influence of VUCA,the advantages,disadvantages,opportunities and threats of two-wheel electric vehicle are put forward in this paper,as well as countermeasures against VUCA;Secondly,the researchers use VUCA to conduct the impact analysis of the two-wheel electric vehicle industry and Niu Technologies,and analyze the market and competition of two-wheel electric vehicle as well as the marketing status of Niu Technologies.Thirdly,regarding the marketing strategies used by Niu Technologies,the researchers analyze the characteristics and target customer groups of Niu Technologies based on STP,and use 4P theory to analyze the marketing elements.Finally,the researcher conducts research on the implementation and support of the marketing strategies used by Niu Technologies,the design of the marketing team’s organizational structure,personnel training and incentives,supply chain and marketing linkages,as well as service and customer relationships.This paper focuses on the marketing issues of Niu Technologies,and studies how Niu Technologies respond quickly to policy,technological changes and user needs under the new situation.This paper also analyzes the market environment of Niu Technologies,the opportunities and challenges Niu faces under VUCA,and Niu’s market strategies and action plans.It provides appropriate suggestions for the further development of Niu Technologies.