Study On Pure Electric Axle Marketing Strategy Of Shaanxi Hand Co.,Ltd.

With the acceleration of the process of world industrialization and people's pursuit of convenience of life,the use of traditional automobiles increased,resulting in a sharp increase in exhaust emissions,resulting in serious global environmental pollution.In recent years,people's increasing attention to environmental protection and governance,the global focus on zero-emission use of pure electric vehicles as a new field,because of this,pure electric vehicle drive the core power source-motor and axle transmission part,become a vital link,but the new integrated technology to replace the traditional model,difficult.In this paper,this paper studies how to replace the traditional model of pure electric axle fast and effective in the field of commercial vehicles,that is,to promote pure electric axle to become the mainstream technology trend,in this paper,pure electric axle refers to the drive axle and motor integration into a whole product.Pure electric axle as an industrial product,promotion and industry situation,marketing strategy is closely related.Taking Shaanxi Hand Co.,Ltd.as an example,by analyzing and solving a series of problems faced by pure electric axle marketing strategy,it provides a new direction for the research of marketing strategy of pure electric axle,and the paper mainly takes STP theory and 4Ps theory as the basis,combining the industrial characteristics of pure electric axle products,and the internal environment faced by enterprises,Objective environmental analysis,at the same time through the Porter five force model analysis of the competitive environment,to identify the pure electric axle in the life cycle of the introduction stage,mining marketing strategy there are many problems,the thesis combined with the theoretical knowledge and practical experience,the pure electric axle marketing strategy extended to the end customer segmentation application seisted,Select the market segmentation from STP marketing strategy,study and analyze the problems from the four aspects of product strategy,price strategy,promotion strategy and channel strategy,and optimize the product strategy,promotion strategy,price strategy and channel strategy by quantitative analysis of market segmentation modeling and pricing model.This research can provide guidance on marketing strategy for the development of pure electric axle industry and new product transformation,provide reference for the transformation of marketing ideas for automotive pure electric parts enterprises,and make due contributions to the national environmental protection strategy and blue sky project.