Research On Marketing Strategy Optimization Of DT Company’s New Energy Vehicle Time-sharing Lease Business

Traditional fuel vehicles have the characteristics of high energy consumption and high pollution,compared with these shortcomings of traditional fuel vehicles,new energy vehicles have good operating performance,less burden on the environment and other advantages,so new energy vehicles gradually become the best choice for people to travel,especially in the context of "Internet +",New energy vehicles that provide intelligent and humanized services will be the development direction of future automobiles.At present,whether at home or abroad,fuel cars and new energy vehicles more than fierce competition.Therefore,under the support of the existing Internet technology,a new model of how to use marketing strategy to promote the new energy car rental service became the focus of research,under the background of the time-sharing leasing has become one of the effective model of solving new energy cars,study of time-sharing lease is now only in the stage of theoretical analysis,This paper takes DT Company as an example to analyze the marketing strategy of its time-sharing leasing business of new energy vehicles.The main research contents are as follows:This paper firstly analyzes the development status of DT company’s new energy time-sharing leasing business.On the one hand,using PEST model,the external macro environment of DT company’s time-sharing leasing business is described from four aspects:political environment,economic environment,market environment and social environment.On the other hand,SWOT model is used to explore the internal environment of the company’s development.Through the analysis of the internal and external environment,combined with the DT company new energy vehicle timeshare leasing business marketing status questionnaire survey,find out the DT company new energy vehicle timeshare leasing business marketing problems.In view of the existing problems in DT company’s marketing of timeshare leasing business of new energy vehicles,this paper,based on the 4C marketing strategy,proposes DT company’s marketing strategy of timeshare leasing business of new energy vehicles from the four aspects of consumer demand,consumer cost,consumer convenience and consumer communication.At the same time,from the aspects of human resources,management mode,organizational structure and financial support measures are put forward.The research of this paper has certain practical guiding significance for DT company’s timeshare leasing business marketing of new energy vehicles,and also has certain reference significance for other timeshare leasing business of new energy vehicles in the same industry,and to some extent,enriches relevant theoretical research on timeshare leasing business marketing strategy.