Study On International Brand Strategy Of BYD New Energy Vehicles

With the continuous development of society,improvement of living standards,the private car market gradually expand up of mostly independent brand auto industry come to the fore in this wave.At present serious environmental pollution,haze everywhere,oil and energy depletion,the face of this reality,the increasing popularity of cars is an important cause of these problems.So part of our own brand cars such as BYD strong research and development and implementation of new energy vehicles,and gradually extend its target market to the international market.BYD new energy vehicles directly affect the development of the international market factor is the implementation of its international brand strategy,a good brand can bring to the enterprise many intangible asset.If BYD can make its brand in the international market fame,then for the future implementation of BYD new energy vehicles will be very beneficial.In the above context,this paper is BYD new energy vehicles,for example,intends to carry out analysis of the national brand strategy,brand marketing background in the international market,target and positioning,then subjected to a SWOT analysis and strategic analysis with other well-known brand of new energy vehicles,analyze the content and implementation of major international brand strategy BYD new energy vehicles,and pointed out its problems encountered during implementation and their Countermeasures.The method used in this paper are mainly case analysis and comparative analysis,this paper is to study,in the international market for its brand strategy analysis for BYD new energy vehicles,while this article intends to analyze interspersed famous cars international brand business strategy of new energy vehicles,and the object of study the formation of a comparative analysis,highlighting the need to improve its characteristics and direction.Based on the new energy vehicles BYD international brand strategy analysis,the brand strategy for its implementation of the first phase of the main electric bus market,the second phase of the main private hybrid electric car market,step by step to expand the scope of the popularity of new energy vehicles.At the same time,we found some problems of its existence,such as a large extent depend on government policy,the core technology needs to be improved,inadequate facilities,product design is no innovation,aiming at these problems put forward countermeasures.This paper aims to BYD new energy vehicles international brand strategy research on China's new energy vehicles,"going out" play a certain reference.