Study On The Optimization Of Marketing Strategy For ZNA Pickup Truck Models

The country’s economy and auto industry have developed rapidly in recent years,and the Chinese auto market has become one of the largest in the world.Among them,pickup trucks are a segment of the auto market,with annual sales of about 400,000 units,accounting for only 1.5%of China’s auto market.However,the development of the pickup truck industry has been constrained to a certain extent by the accelerating urbanization process around the world and the introduction of urban restriction policies in many places.However,since the first four provinces relaxed the restrictions on pickup trucks entering cities in 2016,the country has been releasing good news at the financial and policy levels,and in 2022 the State Council has mentioned "pickup truck unbanning" related matters in the national policy three times,which has brought unprecedented policy importance and good opportunities for the pickup truck industry.The broad prospect of pickup truck models has been favored by many automobile manufacturers inside and outside the industry.At present,a number of passenger car and commercial vehicle enterprises have entered the pickup truck market,and the increased competition in the industry has contributed to the further prosperity of the pickup truck industry,and also brought diversified and rich products.With the obvious trend of consumer upgrading,the new products of pickup trucks show the development trend of wide-body,passenger-oriented and technology-oriented.Taking ZNA company as the research object,this paper analyzes the development trend of domestic pickup truck market and the new direction of consumer demand for pickup truck models.The purpose of this paper is to explore the problems behind niche product marketing and propose corresponding solutions by conducting marketing strategy research on ZNA pickup truck models.The research analyzes the existing product marketing strategies and optimizes the marketing strategies of ZNA pickup trucks using various analysis methods,so as to achieve fundamental changes in the current marketing drawbacks and improve the market competitiveness and product sales of the company.In this paper,the optimization of ZNA’s pickup truck marketing strategy is studied in depth,starting from the analysis of the marketing environment and sorting out the shortcomings of ZNA’s effectiveness in reaching target customers.Through the analysis of the current marketing situation and the application of classical marketing theories such as PEST analysis,Porter’s five forces model and SWOT analysis,the target customers of ZNA pickup truck models are accurately positioned and a series of optimized marketing strategies are proposed.These marketing strategies mainly include improving the sales network and promotion methods,improving the marketing capacity of dealers and regions,and further optimizing the customer acquisition methods of ZNA pickup truck models.At the same time,this paper also formulates corresponding strategy implementation safeguards for continuous tracking and adjustment,providing specific operational guidance for the marketing of ZNA pickup truck models to ensure that the optimized strategies can adapt to market changes and changes in target customers’ needs in the long term.The results of this paper have certain reference value for the marketing strategy optimization of ZNA pickup truck models and also provide certain reference significance for research in related fields.In future marketing research,companies should understand the needs and preferences of target customers through market research and analysis,and continuously adjust and optimize their marketing strategies to adapt to market changes and changes in consumer demand,so as to achieve their long-term development goals.