Research On Marketing Strategy Of DENZA New Energy Vehicle In China

Since the 21 st century,with the rapid development of new energy automotive industry in the world,the world's major car brands have entered the field of new energy vehicles,the new energy vehicle marketing strategy research has become a hot research area.In 2010,in order to focus on the development of new energy vehicle technology,China's battery power drive technology leader BYD and in the history of the world car has a pivotal role in the global luxury car manufacturing giant Germany Daimler Group co-funded the establishment of Shenzhen DENZA new energy vehicles Ltd.,and in 2012 launched China's first brand focus on new energy vehicles,that is,DENZA.However,such a "golden key born" joint venture brand,from its sales data,in its product debut after two years,has not won the favor of consumers.Focus on the moment,Toyota,Mercedes-Benz,BMW and other high-end car brands have entered the new energy automotive market,how to set up as soon as possible in the domestic brand effect,how to resist the impact of foreign luxury electric cars,how to make up for subsidies after the impact of sales are urgent problems for DENZA to be solved.This paper uses the theory of practical research methods to DENZA new energy vehicles as the research object,from DENZA new energy vehicles in the Chinese market sales situation,for DENZA new energy vehicles in the domestic macro marketing environment and its micro-environment,combined with DENZA new energy vehicle STP strategy analysis,and finally through the 4P marketing mix strategy,targeted to mention the brand new energy vehicles in the domestic marketing strategy optimization recommendations.At present,the domestic new energy automotive market mainly in the low-end products,mostly low-cost,low-quality and low-speed characteristics.However,the development of the whole industry is bound to force enterprises to enhance the new energy vehicle technology,thus,located in the high-end brand in the domestic development experience of the domestic brands in the future development of the brand car has a certain learning reference The Therefore,this paper hopes that through the research on the marketing strategy of DENZA,it will find some advantages for the Chinese automobile enterprises to make reference in the future of China's new energy vehicle market competition.