Research On The Improvement Of Marketing Strategy For A E-bike

With the continuous development of economy,and improvement of residents’ living standards,and the attention for energy conservation and emissions reduction caused by climate change,electric two-wheeler as an economic and convenient short-distance transport tool,has become people’s main transport in recent years.China is the largest producer and consumer of electric two-wheeler in the world,and the total number of electric two-wheeled vehicles in China has exceeded 350 million.Electric two-wheeler industry has gradually developed into billions of levels,brand concentration reached an unprecedented level.People’s attention to the compliance and brand,intelligent functions has gradually improved.With the standardization of the market,the maturity of technology and the improvement of intelligence,the industry is faced with unprecedented opportunities and challenges: the personalized needs of consumers of different ages are more diversified.As emerging brands continue to enter this field,the competition of product function and intelligence level is constantly upgraded,accompanied by the pressure to reduce costs and increase profits,making the industry competition more intense.A company started from bike sharing,has accumulated a certain customer base and technical strength.With the electric two-wheeler industry facing stock replacement,the development of intelligent in the ascendant,A started the electric two-wheeler production and sales in 2020.Facing the fierce market competition,how to optimize the company’s marketing strategy has become an urgent problem to be solved.This paper takes electric bike A as the case study object,reviews domestic and foreign research on marketing strategies,summarizes the current marketing status and problems of A,analyzes the macro environment with PEST tool,analyzes the competitive environment of the industry with Porter’s Five Forces model,and analyzes the competitive strategy with SWOT analysis.It is found that A need to give full play to its advantages in traffic,technology,integration of online and offline to cope with fierce competition.The target market selection and positioning is sorted out by using STP analysis.According to the 4P marketing strategy,propose product strategy to optimize the product line,to create a popular product;Adjust the price strategy,improve the price gradient;The channel strategy:coexisting direct supply and agent channel mode;On the basis of the existing social media communication and digital marketing,increase the offline brand publicity and promotion strategies that are more grounded and more in line with the characteristics of the industry.Finally,in order to ensure the implementation of the optimization plan,it puts forward to improve the organizational structure,talent security and incentive system and other guarantee mechanisms to ensure the faster and higher quality development of A company.The research on the marketing strategy of A electric bike is helpful for A to define the target market,optimize the marketing strategy,improve the core competitiveness and obtain a larger market share.At the same time,the research conclusions of this paper can also provide reference for other electric two-wheeler enterprises to develop scientific marketing strategies and build their lasting core competitiveness.