Study On Marketing Strategy Of "Xiang Lilai"-Sharing Lithium Battery

Since 2010,the sharing economy has ushered in a period of rapid growth.During this period,Uber,AIRBNB,WEWORK,domestic companies,such as,DIDI,and Mobike,those Leading companies in the shared economy have grown up in a few short years and have become unicorns in their respective fields,ranking the top global valuations of startups.SM Technology hopes to temporarily occupy a larger market share in the field of new energy low-speed electric vehicles through a shared form.In 2017,under the operation of SM,“Enjoy Lithium” started from Chengdu and achieved a good start.However,soon afterwards,she faced the bottleneck of market development,performance decline,slow progress,and other problems.This article takes the “Xiang LiLai” operation in the Chinese market as the research object,and mainly uses the STP analysis method,the comparative analysis and the 4P analysis method to interpret “Xiang LiLai”from the aspects of market positioning and market strategy.First,this paper first introduces the current situation of low speed electric vehicle industry,SM technology company and the current operation status of "Xiang LiLai".On this basis,it clarifies that "Xiang LiLai" positioning the power battery market of the low speed electric vehicles field.Second,this paper introduces the market investigation and analyses the problems encountered in the marketing process,for example,the slowdown in performance,the difficulty of performance breakthrough,the crisis of customer trust,and the price conflict in different channel markets.Third,introduce the marketing strategy of Xiang LiLai at this stage,including product strategy,price strategy,promotion and channel strategy.Combined with those problems encountered,this paper compares and analyzes the positioning and strategy of "Xiang Lilai" and the TN battery,and finds that the " Xiang Lilai” positioning in the low speed electric vehicle field" is too general,the price and the product strategy are not pertinent,the channel and promotion way and the "low speed electric vehicle field" are also found.Battery market sharing lithium battery "mismatch" and other issues.Fourth,it is suggested that "Xiang Lilai" should be carried out,such as: Depth unearth Market sedimentation,fully understanding the target group,molding product value,selecting market channel,using customer oriented pricing method,accurate coking of promotion information and effective marketing communication patterns.Fifth,Suggestions and measures are put forward: for example,establishing a good cooperative relationship between the upstream and downstream,adopting the matrix management system,strengthening the training of employees inside the company,and setting up various KPI assessment indicators.