Research On Marketing Strategy Optimization Of Z Company RICH Pickup Truck

With the growth of China’s economy and society,China’s automobile industry has also ushered in a new stage of development.The main characteristics of this stage of development are: the slowdown in the growth of production in the automotive industry,the decline in the overall vehicle profit margin,the increase in profits in the spare parts and vehicle service industries,and the increase in inter industry infiltration and international competition.The internet and mobile internet will have a significant impact on the automotive industry.Due to the increasingly fierce competition in the domestic automotive market,it has already entered the phase of elimination from the white-hot stage.To address this challenge,many mainstream vehicle model companies at home and abroad have invested in equity and restructured production capacity to promote enterprise merger and cooperation,which has become a current trend.Since 2013,in a complex market environment,the competition in the domestic and foreign pickup truck industry has intensified,and major pickup truck companies have increased investment to create new products that better meet market demand.Z company’s pickup products not only challenge traditional brands such as Great Wall,Jiangling,and JAC,but also actively embrace the challenges of emerging brands in order to gain greater market share.As the earliest pickup truck manufacturing enterprise in China,Z Company has witnessed the rapid development of China’s automotive industry and has always won customer praise for its reliable quality.Faced with the rapidly developing domestic market of passenger use,Z Company’s product design and configuration are outdated,model pricing corrodes each other,dealers have poor sales capabilities,and promotion methods are becoming increasingly prominent.This paper aims to explore the marketing strategy of RICH pickup truck model of Z Company by applying STP theory war and 4P marketing mix theory,so as to better grasp the market opportunity.Based on the analysis of the current marketing situation of RICH pickup truck of Z Company,and combined with the 4P,this paper optimizes the existing problems in the marketing strategy,including product strategy optimization,4p strategy optimization suggestions,and puts forward a series of related safeguard measures.