Research On The Optimization Of Marketing Strategy For “WEY” Automobile

In recent years,China’s automobile industry has developed vigorously.By the end of2019,China’s automobile production and sales have ranked the first in the world for 11 consecutive years.However,the development time of China’s automobile industry is short,and there is still a certain gap between the self-made automobile manufacturing technology and its own R & D capabilities compared with the developed countries of Western automobile industry.With the continuous exploration and development of our country’s independent brand car enterprises,this gap has been narrowing,and the independent brand car enterprises have gradually stepped out of the impact of the middle and high-end market.This not only requires the enterprise to have high quality product quality and service quality,but also the marketing strategies adopted behind it can not be ignored.First,this paper analyzes the existing marketing mode and marketing strategy of WEY automobile,and puts forward a series of problems existing in brand positioning,product positioning,marketing channel and product service,and the reasons why the sales volume is not as expected.Then,this paper combines PEST model,analyzes the macro environment of China’s automobile market,and analyzes the micro market of WEY automobile.Combined with SWOT analysis,the paper analyzes the internal advantages and disadvantages and external opportunities and threats of WEY automobile according to the existing resources of WEY automobile,and then obtains the strategic decision that WEY automobile should take.Next,this paper uses STP marketing strategy theory to subdivide the narrow sense passenger car market in China,analyze the target market and market positioning of products,and analyze the rationality according to questionnaire,field survey and analysis,and propose the optimization scheme.Finally,this paper analyzes the brand,pricing,marketing channel and promotion of products,and develops targeted marketing combination strategy.It puts forward the specific implementation plan of 4P marketing strategy for the existing problems,and makes the implementation guarantee plan for the marketing combination strategy to ensure the smooth implementation of the marketing strategy.As a high-end automobile brand of Great Wall Motor Group,the head of China’s independent brand,WEY automobile has performed poorly in 2019,with an annual sales of100000,a decrease of 28.28% compared with 139000 vehicles in the same period last year.How to open the market and quickly reverse the adverse situation in the next few years is very important for WEY automobile.This paper will analyze the problems existing in WEY automobile marketing,and put forward improvement suggestions,hoping to reverse the marketing dilemma of WEY automobile,and provide a certain reference value for other self-owned brand car enterprises eager to impact the middle and high-end market in the marketing.