Research On Marketing Strategy Of New Energy Passenger Car Of Guangzhou Automobile Group

In recent years,with the increasing of national policy supporting to new energy car and the constantly maturing of new energy car,the development of new energy car enters a high-speed developing period.There appear many new energy car manufacturing enterprises which take the production and sale of new energy car as their main business.Traditional fuel car enterprises also enter the new energy car industry,and constantly increase their research and development input of new energy car and establish the production plants of new energy car.There is increasingly fierce competition in new energy car industry.Under this background,the paper takes the case of traditional fuel car enterprise Guangzhou Automobile Group as the case,to study the existing prominent problem in the marketing process of new energy car and propose the corresponding countermeasure and suggestions.This can bring certain reference significance both for Guangzhou Automobile Group itself,and for the improvement of the new energy car marketing strategies for other car enterprises.The prominent problems of marketing strategies in Guangzhou Automobile Group mainly exist in relatively simple product type,hysteretic productivity construction,lacking pertinence of pricing,underemphasize of promotion,imperfect online sales channels,and so on.In the macro-environment aspect,though new energy caris influenced by the macro-environment factor of economic depression,the policy subsidy can also be obtained and relative technologies are continuing to mature.In addition,in recent years,new energy car industry develops very rapidly,currently staying in the rapid growth period of the industry.In the micro-environment aspect,Guangzhou Automobile Group is faced with plenty of competitors in new energy car,only having a low share in the market.Because Guangzhou Automobile Group has relatively solid financial foundation and enough cash flow at present,as a large product enterprise of traditional fuel car,it has accumulated a great deal of useful technologies in car field.For this,Guangzhou Automobile Group should make full use of their own advantages.SO strategy can be adopted to avoid its own shortcomings,to concentrate on expanding the mid-to-high car market.As for the specific strategies,in the product strategy aspect,Guangzhou Automobile Group should widen the width of the product,depend on each joint venture brand to build various brands for the same product,and accelerate the launch of new products.In the pricing strategy aspect,Guangzhou Automobile Group should take the market share maximization as the pricing target,by taking product quality into consideration,and make pricing through the competition-oriented pricing method.In the promotion strategy aspect,Guangzhou Automobile Group should actively introduce financial leasing sales model,and strengthen the advertising publicity of new energy car and highlight the word-of-mouth marketing and experience marketing.In the channel strategy aspect,the enterprise should make efforts in both offline and online channels.The offline channel should pay attention to the expanding of the channel resources of group distributors and the developing of big customers.Also the enterprise should actively explore the sales model based on the 25 hours experience center and make full use of the channel functions of the 25 hours experience center.The online channel should improve its own Internet sales channels,and meanwhile actively cooperate with famous e-commerce platforms.At the same time,Guangzhou Automobile Group should emphasize the important effects of service marketing.As for personnel,process and physical evidence strategy,the enterprise should enhance the professional quality of service personnel on one hand,and unify the service process standards by establishing the charging service stations of Guangzhou Automobile Group on the other hand.Through data techniques,APP can be improved to increase the convenience of the service.At last,in talents,fund,organization system,corporate culture,incentive system,and some other aspects,the enterprise should conduct guarantee work of marketing,to fully develop the positive effects of the 7P combined strategies of service marketing.