Study On Marketing Competitiveness Of China's New Energy Vehicle Enterprises Based On STP Strategy

With the continuous growth of China's economy,energy and environmental problems have become more and more serious.In recent years,new energy vehicles have gradually entered the public's field of vision.Coupled with the strong promotion and support of the Chinese government,domestic new energy vehicle enterprises have witnessed rapid development and fierce competition.This paper firstly reviews the literature on STP strategy and marketing competitiveness,and concludes that STP strategy is the core of marketing,which is reflected in many aspects.STP strategy has a direct impact on marketing competitiveness.Then introduces the development of new energy vehicles and current situation of the development of new energy vehicles in China,and introduces the development of China's new energy automobile representative enterprises and new energy automobile industry related policy,and from two aspects of macroscopic environment and microcosmic environment of China's new energy automobile market marketing environment are analyzed.Secondly this article through to three Chinese——BYD new energy,Beijing new energy,and SAIC new energy——comparing the marketing competitiveness analysis first three companies marketing present situation,combining the STP strategy factors,select the appropriate secondary and tertiary indicators,then uses the AHP analytic hierarchy process(AHP)to construct the marketing competitiveness model,through the expert scoring to determine weight sorting,again through the questionnaire recovery results calculated by using fuzzy matrix three companies eventually marketing competitiveness score,then compare the score three problems that exist in their marketing and puts forward corresponding countermeasures.Finally that the highest target completion weight,product marketing customer satisfaction score is the same,with the market positioning of the STP strategy and the weight of the highest rank and is particularly important in the marketing,and enterprise's profit ability can not be ignored,finally calculated byd new energy vehicles strongest comprehensive marketing competitiveness,scored 77.12,higher than Beijing new energy of 74.67 75.65 and saic new energy.Finally,by analyzing the lack of marketing competitiveness of Chinese new energy automobile enterprises and the reasons for its existence,this paper gives corresponding suggestions and advice,and points out that Chinese new energy automobile enterprises should specifically improve STP strategy,especially pay attention to find the right product positioning and consumer group positioning.Strengthen brand influence;Strengthen product core technology research and development;Attention to corporate profitability;Attach importance to consumer feedback;Improve after-sales service;Enhance customer satisfaction and not rely too much on government subsidies.