Research On Marketing Strategy Of Electric Bicycle Business Of Company A

With the continuous upgrading of technology,consumers have gradually changed from the traditional consumption concept of "owning+consuming" to the consumption concept of "using+experiencing".In this context,consumers pay more and more attention to the features of products such as fashion,environmental protection and intelligence.Two-wheel travel has long become a new product of various information technologies and has become the first choice for many consumers to travel.As A green and convenient means of travel,electric bicycles are favored by consumers.With the implementation of the new national standard,the old national standard electric bicycles are gradually eliminated,which brings huge market consumption potential.Many Internet technology companies have entered the electric bicycle industry,and Company A is one of them.This paper studies the marketing of electric bicycles,chooses Company A’s electric bicycles as the research object,and studies the marketing strategy of electric bicycles of Company A.Based on the summary of scholars’ literature research on enterprise marketing and new energy electric vehicles,this paper proposes the research content and framework of this paper.First of all,the electric bicycle business and operation of Company A are introduced.Through questionnaire survey,it is found that the existing problems of electric bicycle marketing of Company A are mainly shown as:the management difficulty caused by the large number of SKUs,the low comprehensive strength of small and medium-sized agents,and the weak strength of the marketing team.Based on the analysis of the macro and micro marketing environment of Company A,it is found that the market capacity and potential of electric bicycles in our country is huge,the urbanization process is accelerating,the needs of consumers to fashion and intelligent development,online shopping has become A habit,at the same time with the development of sharing economy,Company A’s shared electricity exchange business can effectively solve the problem of electric bicycle endurance.As an innovative enterprise,Company A has market competitiveness,and its intelligent products are favored by consumers.However,its market visibility needs to be improved,and online marketing has certain advantages compared with offline marketing.Using STP theory and combining the advantages of the company’s intelligent products and resources,the company clearly targets office white-collar workers aged 25-35 in first-tier and secondtier cities and people engaged in express delivery and takeout services in big cities.The product positioning is:"Tesla in the field of electric automatic vehicle travel" and"permanent motor to help delivery guys make money".Finally,the 4P marketing theory is used to propose the marketing strategy of Company A’s electric bicycle from four aspects:product,price,channel and promotion.Product simplification SKU focuses on key products,accessories customization to meet personalized needs,the establishment of owner community to build user ecology;Unified online and offline pricing,intelligent selling points to increase product premium;Integration of offline channels and online channels,building digital smart stores,flattening channels;Promotion and green environmental protection,science and technology smart fit,at the same time launched free lifetime electricity exchange activities to attract specific personnel.