Research On Marketing Strategy Of Chery’s New Energy Vehicle

With the car ownership continues to grow,the consumption of vehicle energy accounts for an increasing proportion of the total oil consumption,which has aggravated the strain on China’s oil resources.In the meantime,due to environmental problems such as tail gas pollution and noise brought by traditional fuel vehicles,especially the emergence of global large-scale hazy weather,people pay more attention to environmental problems brought by fuel vehicle emission.Facing on these problems,new energy automobile industry has developed rapidly on a global scale,and companies from various countries successively entered the field of new energy vehicles and sought development.As a strategic emerging industry,new energy automobile industry undertakes the missions of economic restructuring and industrial transformation.To vigorously support the development of new energy vehicles,Chinese government proposes corresponding measures and policies and incorporates new energy automobile industry into one of the seven key industries to develop.In the meantime,many manufacturers also invested huge resources in new energy automobile industry.For example,Chery began to develop new energy vehicles as early as July 2000 and registered the establishment of Chery New Energy Automotive Technology Co.,Ltd.,which symbolizes its official entry into new energy automobile industry.However,the rapidly developing new energy automobile industry is facing many challenges.Compared with traditional automobile industry,new energy vehicles have less market quotas.At the same time,due to low market threshold in this field and complicated market structure as well as further opening of the new energy vehicle market in 2017,competition among automobile enterprises becomes more intense.In addition,the government’s fiscal subsidy is declining year by year,and the charging infrastructure in each region cannot follow up synchronously,which directly affects the purchasing potential of consumers.In this thesis,the marketing status of Chery’s new energy vehiclesis studied and deficiencies in the marketing process are pointed out,with a view to working out reasonable marketing plans and strategies.First of all,by virtue of relevant researches and literature review,domestic and foreign scholars’ researching findingson new energy vehicle market are analyzed.Secondly,from the aspects of macro environment,micro environment and SWOT analysis,problems existing inChery’s new energy vehicles are explored,and optimization plans of marketing strategies to guide the development of Chery’s new energy vehicles are proposed.Lastly,corresponding measures are formulated to provide protection for marketing strategies of Chery’s new energy vehicles.