Research On Marketing Strategy Optimization Of ZK Bus Company

For the passenger car industry in the period of adjustment,the emergence of COVID-19 is no doubt "the worse".The global economy has entered a downturn,leading to the supply chain,small and medium-sized spare parts enterprises,automobile circulation enterprises and other capital pressure increased sharply,accelerating the elimination of enterprises with weak anti-risk ability,especially some small and medium-sized passenger car production enterprises with small volume and weak anti-risk ability will face the plight of bankruptcy.At the same time,the whole population will stay at home to fight the epidemic,and the number of trips will be significantly reduced,which will have an obvious impact on the operation of the passenger transport industry.It will directly affect the income level of related enterprises in the passenger transport industry,and thus affect their passenger car replacement demand and the car purchase demand of some passenger transport enterprises.In this case,it is urgent to optimize the marketing strategy,so that the enterprise can get better sales revenue and promote the long-term development of the enterprise.ZK bus company,in China’s large and medium-sized bus market and the school bus market in the leading position,in the bus and special bus and other market segments,has also achieved good results.But with the integration of high-speed rail networks in China,the rapid expansion of subways in first-and second-tier cities,and the year-on-year decline in air transport costs,the domestic passenger transport market has seen a sharp contraction.In addition,the government’s subsidy policy for new energy vehicles will be completely cancelled before 2022,which will also have a greater impact on the passenger car market.At the same time,in the context of great changes in the industry environment,the internal competition in the passenger car industry is becoming increasingly fierce.In the face of multiple difficulties,ZK Bus Company must optimize its marketing strategy for its own survival and development,so as to occupy a higher market share,strive for a higher operating income and seek higher profits.On the basis of combing marketing related concepts and basic theories,this paper carries out research according to the logical main line of environmental analysis--current situation investigation--existing problem analysis--cause analysis--optimal countermeasures.Firstly,the paper analyzes the marketing environment of ZK Bus Company.At the level of macro environment,it adopts PEST analysis method from four aspects: politics,economy,social culture and technology.In the aspect of industry environment,Porter’s Five Forces Model is used to analyze the industry from five aspects: existing competitors,potential competitors,bargaining power of buyers,bargaining power of suppliers and threat of substitutes.At the micro environment level,SWOT analysis method is adopted to analyze from four aspects: advantages,disadvantages,opportunities and challenges.In the analysis of the current situation of ZK bus marketing,from the product,price,channel and promotion four aspects,to analyze the current situation of bus product marketing.On this basis,using the 4P marketing theory,based on the product,price,channel and promotion,to the bus product marketing problems are deeply discussed.Finally,according to the guidance of STP theory,the ZK bus marketing market segmentation,target market selection and market positioning analysis,and according to the content of 4P marketing theory,put forward to improve the ZK bus product marketing optimization strategy,put forward in the product,price,channel and promotion of four aspects of the optimization strategy.It is hoped that the research results of this paper can optimize the marketing strategy of ZK bus company,promote the smooth progress of ZK bus product marketing,and also provide certain reference for the marketing work of other similar enterprises.