Research On Marketing Strategy Of HH Lightweight Material Products In New Energy Automobile Market

With the continuous increase of global automobile production and sales amount in the past decade,global and Chinese automobile ownership has a sharply increase.The direct or indirect pollution emissions of automobile industry seriously affect public health and safety.Governments and major automobile manufacturers all over the world have raised the work of automobile energy-saving and emission reduction to a very important level.However,no matter in the case of reduce fuel consumption rate of fuel vehicles or reduce the energy consumption of new energy vehicles,the vehicle reconditioning quality would be the biggest influencing factor.Therefore the lightweight of vehicles has become a very important research topic in the global automobile industry.Through reviewing and summarizing the relevant literatures,this paper analyzes the urgency and necessity of promoting the marketization of automotive lightweight materials in the context of the impact of global and Chinese traditional automobile demand growth on atmospheric environment.Furthermore,the application situation of aluminum-magnesium alloy lightweight materials in China and abroad was expounded,and the significance and purpose of the research were clarified.Taking HH aluminum-magnesium alloy lightweight materials as the starting point,By analyzing the marketing status of HH aluminum-magnesium alloy lightweight materials in the new energy automobile market,and put forward the main problems affecting the marketing and application.Based on the STP theory,the market segmentation model is used to analyze HH company.We can infer the market segmentation of HH company should focus on the new energy automobile company within 250 km center range,the power battery PACK company and new energy-based companies as a market segment to carry out intensive development and promotion.On the basis of market segmentation,combined with HH’s current design techniques,product manufacturing processes,manufacturing equipment,etc.,the sub-target market is locked in new energy vehicles and deep processing of extruded deformation aluminum-magnesium alloy profiles is the main business.Through comparative analysis of competitors in thetarget market and analysis of HH’s own advantages and disadvantages,it is concluded that HH Company should give full play to the advantages of small companies in terms of delivery,service and rapid response in the market positioning of lightweight materials products,and launch key attacks.The company should also publicize the application advantages of aluminum-magnesium alloy lightweight materials through daily technical exchanges,customer visits,inviting observations,exhibitions,etc.,so that customers in the target market have deeper understanding and trust in aluminum-magnesium alloy lightweight materials.Gradually establish brand value,enhance market competitiveness.The product strategy,Price strategy,Channel strategy and Promotion strategy suitable for HH companies are integrated using 4P theory and integrated marketing communication theory.In terms of product strategy,HH should give full play to its geographical advantages and resource advantages,establish a brand of aluminum-magnesium alloy automobile products,continuously carry out product iteration and lighten the technical advantages,and use rapid response to improve service quality.In terms of price strategy,first adopt different pricing models for customers in the target market,and establish HH company’s own brand value with brand customers.At the same time,based on the product value orientation,the comprehensive economic value and social value brought by the aluminum-magnesium alloy lightweight products to the whole vehicle are analyzed,This could provide a help to change the customer’s perception of the high price of aluminum-magnesium alloy.According to the channel and promotion strategy,Give play to its own advantages,through technical exchange,product recommendation,test verification,on-site observation,product display,website promotion and other modes,the direct sales model,all staff training master the knowledge of aluminum-magnesium alloy materials and products,all members participate in sales,then everyone would be a propagator of aluminum-magnesium alloy products.Finally,through the gradual analysis of the problems in the marketing of HH aluminum-magnesium alloy lightweight materials,using literature research,4Ps marketing theory,integrated marketing communicationtheory,STP theoretical analysis,we could conclude that the marketing strategy of lightweight aluminum-magnesium alloy products can be obtained:Firstly,we must analyze the company’s advantages and product advantages in detail before marketing,foster strengths and avoid weaknesses and compete with competitors,and use our own advantages to make aluminum-magnesium alloy materials lightweight concept and value to occupy customers’ minds.Secondly,to select the market segments and target groups which have advantages;in the marketing,we should instill value-oriented to guide customers,guide customers from product performance,process performance,social value,etc.,so that they could have new focus on their attention and have a new understanding of aluminum-magnesium alloy lightweight materials.At the same time,the research prospects are proposed to make four suggestions for the follow-up development of lightweight materials:Firstly,increase technological innovation,implement and improve relevant standards systems.Secondly,strengthen in-depth research and do a good job in platform construction.Thirdly,promote cooperation in production and application,and promote coordinated development of the industrial chain.Finally,strengthen government policy guidance and play the role of industry organization.It is hoped that more enterprises and research institutes could work together to overcome the technical bottlenecks in the application and promotion of aluminum-magnesium alloy lightweight materials,reduce the overall cost,and promote the rapid mass market application of lightweight materials,thereby could reducing the energy consumption of automobiles.Reduce the pollution emissions link from resource conversion to automobile operation,to reflect social value of aluminum-magnesium alloy lightweight materials,to better protect the environment and practice the concept of “Green water green hill is the silver mountain”.