| China’s automobile industry is one of the pillar industries of the national economy.Since 2000,China’s passenger car sales have experienced blowout growth,but in 2018,there was a negative growth for the first time.As an important part of the automobile industry,automobile dealers are facing increasingly fierce market competition,and many of them have suffered losses or even bankruptcy.For YZ company,the current new car sales business is facing many problems,if it can not be effectively solved,it will lead to a continuous decline in new car sales and profits,which may seriously endanger the survival of the enterprise.Therefore,YZ must seek transformation and breakthrough,and rely on the Internet and big data to optimize the marketing strategy of new cars,so as to provide support for the development of new car business.This paper takes YZ Company as the research object,writes according to the idea of finding problems,analyzing the causes of problems and proposing solutions,and uses field research,interviews,questionnaires and other methods to carry out research.First of all,according to the collected literature to sort out,list the relevant theories involved in this study,to provide a theoretical basis for the study.Secondly,using the 4Ps marketing theory to analyze the new car marketing status of YZ Company from the four modules of product,price,channel and promotion,and combining with the interviews of YZ Company’s marketing managers and the questionnaire survey of consumers,this paper finds that the existing marketing strategy has not adapted to the new car business of YZ company under the current "Internet +" background.Thirdly,according to the STP theory and the result of questionnaire investigation,it is proposed that YZ Company should formulate the marketing strategy guided by 4Cs marketing theory,and improve the design of marketing strategy from four aspects: customer strategy,customer cost strategy,customer convenience strategy and customer communication strategy.Then,it is proposed that YZ should attract customers’ attention and enhance brand influence by improving industrial layout and enhancing company image value,design product mix with big data to weaken price differences,use policy advantages to reduce costs,and improve customer efficiency to reduce customer learning costs and time costs;The Company will provide convenient services for customers through the Internet,provide car purchase information through multiple channels,and provide efficient services by taking advantage of the store layout,so as to make it more convenient for customers to purchase cars.The Company will also promote sales through the Internet,new media and other means,and use the Internet platform to develop customer protection marketing business,thereby improving the efficiency of communication with customers.Finally,from the organization,personnel,capital,technology,system,culture and other aspects of YZ company "Internet +" under the background of the new marketing strategy safeguards.This study constructs the new car marketing strategy under the background of "Internet +" for YZ Company,so as to improve its marketing performance under the background of "Internet +",and provide reference for other companies in the industry. |
