Research On The Marketing Strategy Of FC Company’s New Energy Vehicle

The automobile industry is one of the leading industries to support and promote the sustained and rapid economic growth in china.With the rapid growth of China’s automobile industry,the status of China’s auto industry has been a substantial increase in the international arena,and has become an important part of global automobile industry.In the early twenty-first Century,China’s new energy automotive industry has just started.October 2015,MIIT officially released "Made in China 2025" plan,the new energy vehicle industry roadmap for the next ten years has been drawn on.New energy vehicle production and sales reached 517 thousand and 507 thousand,and the growth which have reached 51.7% and 53% over the same period last year have shown a geometric explosive growth.Self-owned brand has many opportunities in this area.Under the background of State Council executive meeting has determined a series of measures to support the development of new energy vehicles and the Ministry of industry and the government has given a number of policy dividends,new energy vehicle companys need to cope with the rapid development of new energy vehicle market,upgrade company strategy,improve the technical of new energy vehicle greatly.This paper first describes the development of new energy automotive industry,analyzes the development status of new energy vehicles at home and abroad,comes to the development prospects of new energy automotive industry at present,and explains the background and significance of the topic.Then combined with the 6P marketing theory,through the analysis the current marketing strategy of FC company’s new energy vehicle,we found the problems of the marketing strategy of FC company’s new energy vehicle,and provided the basis for the development of the corresponding strategic measures.For an in-depth analysis of population characteristics and requirements of new energy products target customers,this paper combines a large-scale new energy research projects which was cooperated by FC company and China Automotive Technology & Research Center.3496 new energy existing and potential consumers from six largest city have been researched using quantitative questionnaire and focus group interview in the survey.The survey results has provided accurate basis support to develop marketing strategies for FC company.Then through the summary of the existing marketing strategy to grasp the problem of FC company,based on the analysis results of consumer demand survey and FC company’s SWOT analysis model,combined with 6P marketing theory,we put forward FC company’s new energy vehicle overall marketing strategy,which has included product strategy,price strategy,place strategy,promotion strategy,public relations strategy,political power strategy..For the product strategy,we put forward the plan of develope battery electric car.For the price strategy,we come out the "naked car saling,battery leasing" mode,which will effectively solve the pain points of products on the battery of new energy vehicle users.This mode will also solve the the problem of do not have the core technology capabilities of the battery,and reduce the production cost.For the place strategy,creatively present the " spark store " model,expand the FC company in the city key demonstration of new energy vehicles distribution network.For the promotion strategy,present the fragmentation of precision marketing strategies,strengthen market communication effect,to provide protection for the company to reach the sales target.For the public relations strategy,plan to rebuild the brand,build marketing strategy of fan culture base on word-of-mouth.For the political power strategy,raise a four step development strategy.At last,for the smooth implementation of FC company’s new energy vehicle marketing strategy,we have planned the implementation of safeguards of FC company’s new energy vehicle marketing strategy in three aspects,the human resources implementation,the organizational implementation and the marketing system implementation.New energy vehicle industry is a new industry with new batteries,motors,electronic control systems and other important industrial sectors,and is involved with more industrial sectors.Enterprises should be combed industry chain itself,comprehensive analyse the development status of each segment,and vigorously promote the new energy vehicl technology changes,research on technology innovation.With those promotion,China’s new energy vehicle industry becomes strategic emerging industry have the foundation,which will lead to achieve the self-owned new energy vehicle brand’s development.