Research On Product Marketing Strategy Of Geely New Energy Vehicle Hunan Branch

Marketing strategy is one of the important contents of marketing activities.It not only helps enterprises to achieve the goal of enterprise sales in the fierce market competition environment,but also motivate new entry enterprises to grow up smoothly and achieve strategic goals.In the current energy shortage and environmental deterioration,the new energy electric vehicles have just entered the market,and the country wants to replace the fuel vehicles in the world,but the new energy automobile marketing strategy is very important and far-reaching to the enterprises and industry in the background of the big difference from the big fuel storage in all aspects.Righteousness.How to design new energy electric vehicle marketing strategy is one of the urgent problems for new energy enterprise marketing team.Under the guidance of Potter five force model,STP market positioning theory,SWOT analysis method and 4P marketing combination theory,this paper probes into the domestic macro environment,micro environment and marketing status of new energy electric vehicles,and shows that Changsha new energy automobile market is based on the Potter five force model,the STP market positioning theory,the SWOT analysis method and the 4P marketing combination theory.Huge opportunities exist,including market demand,government policies,marketing models and so on.Threats to international automobile giants,consumer market recognition are not high,technology patent constraints,lack of core technology.And their advantages are mainly reflected in the integration of resource advantages,industrial advantages,the advantages of infrastructure and the support policies of the state.Disadvantages are mainly reflected in technical weakness,imperfect service system and high overall cost.Through the analysis tools,it is concluded that Geely is suitable for a variety of management strategies,and according to the market positioning,the marketing combination strategy is designed,the cost leading product strategy,competitive pricing strategy,the online development channel strategy under the line and line and the difference promotion strategy are proposed.In order to ensure the implementation of marketing strategy,it is also necessary for Geely Group to develop intelligent driving,expand time rental business,focus on solving charging difficulties,and open an innovative marketing model.The significance of the research on the marketing strategy of new energy vehicles is to carry out and implement the strategic development and marketing objectives of the company,and to organize various business activities in a planned way,and provide customers with satisfactory products and services through the coordinated and consistent product strategy,price strategy,channel strategy and promotion strategy.It will gain favorable advantages for enterprises to compete in the market and play a referential role in marketing strategies for the same industry.