Marketing Strategy Of M Company’s Internet Of Vehicles Terminal Products

With the release of the national 12 th five-year plan,made in China 2025,Internet plus and the outline of building a transportation power,the development of the Internet of things industry has been accelerated.With the rise of the concept of Internet of things and the continuous increase of passenger car ownership,the concept of Internet of vehicles,which is derived from the Internet of things,is increasingly familiar to people.At present,government agencies all over the world pay close attention to the development of the Internet of vehicles industry.Major global automobile manufacturers,large domestic and foreign auto parts suppliers,content service providers,hardware and software providers,and Internet companies have all increased their involvement and investment in the Internet of vehicles business.China’s Internet of vehicles industry is also developing rapidly.However,the industrial chain of domestic Internet of vehicles is complicated,and there are many participants in each link,leading to extremely fierce competition in the industry of Internet of vehicles.Most Internet of vehicles enterprises are crossing the river by feeling for the stones.Their business model is not clear and their investment in research and development is too high.For a start-up Internet of vehicles enterprise,if it wants to develop Internet of vehicles business in China,it will have to face the competition from so many giant enterprises,and the result will be either death in the storm or acquisition by large enterprises.In today’s Internet + business era,especially the second path is increasingly common.So how can you increase your value not only to survive in the gap,but also to have a high value return? In this case,the study of M company’s marketing strategy is conducive to the company’s positioning and plays a very important role in the future development in China.At the same time,it can also give other companies with similar difficulties the value of reference and reference.M company has always focused on foreign car rental market in the past,this year began turning to the domestic market,has with the domestic several car companies reached cooperation intention of fleet management services,but have not yet signed a cooperation agreement,as the domestic car networking heats up,clients are also constantly improve the service function of more demand.All these bring great challenges to M company.As one of the co-founders of M company,the author has the convenience of obtaining relevant information and data,which leads to the research direction and focus of this paper.This article stands in the M company this car networking software provider’s point of view,in accordance with the related theories of enterprise marketing management knowledge and analysis tools,combined with domestic and foreign car networking industry present situation and development trend based on previous literature research study of M company facing domestic car networking industry development present situation,first use the PEST analysis,the analysis M car networking industry external environment and porter five model analysis,the analysis of M company’s industry competitiveness,and analyzes the M company’s internal management present situation,find out problems and problems of M company.Secondly,STP marketing positioning method is used to analyze the market positioning of M company and 4PS combined marketing strategy method is used to analyze M company from the perspective of product strategy to develop new product marketing strategy.In conclusion,the following conclusions: first,the M company’s current defect exists in the business model,is not conducive to enhance market competitiveness,can through the business model reconstruction design,namely after loaded car networking market in the field of domestic car rental market,automobile insurance market,mobile operators and terminal consumers(store)market.And increase the future market share of derivatives.Second,the market development of M company is not strong enough,and the weak marketing force is reflected in the insufficiency of product strategy.The overall product strategy is the simpler the product,the lower the price,the better;The customized product strategy is to realize the product function modularization to reorganize the arrangement;The product service strategy is that when the number of customers reaches a certain base,the service charge can replace the cost of product sales.Third,M company’s new product development efforts are insufficient.Measures are elaborated from three aspects of optimizing human resource management,increasing product development efforts and strengthening the construction of company culture to ensure the product marketing strategies formulated are effectively implemented.The innovation of this paper mainly includes: one is the novelty of the research perspective.Domestic researches on the Internet of vehicles industry mainly focus on the industry chain and business model of Internet of vehicles,and most of them analyze and study from the perspective of automobile manufacturers or auto parts suppliers.At present,there is no industry association standard in China to systematically illustrate the relevant information of Internet of vehicles market operation.From the perspective of the Internet of vehicles hardware and software provider,this paper discusses and studies the product marketing strategy that M company is suitable for the current development situation of the Internet of vehicles industry in China.The second is the comprehensiveness of countermeasures and Suggestions.At present,most of the research literatures only focus on a certain Internet of vehicles market,while M company comprehensively analyzes its own products and develops and promotes a new "business model".It is suggested that the senior management of M company can continuously explore the field of connected vehicle afterloading market.Based on the exploration of the emerging business model and the formulation of the product marketing strategy for the Internet of vehicles terminal products,this paper strives to make M company’s brand not only recognized in the industry.In the heart of the end customers also leave traces,for the company to continue to operate a solid foundation.It is believed that M company is market-oriented,and when implementing new product marketing strategies and perfecting the construction of rules and regulations in all aspects of the company,it will surely achieve the company’s transformation strategic goals.