| In today’s world,under the dual pressure of environmental protection and oil resources,the development of new energy vehicles is gradually becoming an inevitable choice to adapt to the development needs of the automotive industry and occupy a commanding height in the new round of industrial competition and seize new development opportunities.The only way to deal with the energy crisis,protect the ecological environment and maintain sustainable economic development.At the same time,for the Chinese auto industry,which has only started for about half a century,after years of rapid growth,it is also an opportunity to start at the same time as the Western auto industry with a history of more than 100 years.Although in the field of fuel vehicles,whether it is technology,patents or brand influence,China and the United States,Germany,Japan and other countries,the automobile industry giants have a difficult gap.However,facing the auto industry revolution brought about by new energy,with the continuous improvement of the quality of famous brands and the government’s strong support and promotion,there is still a higher potential and ability.At the same time,as the world’s largest auto market and the world’s second largest economy,it provides a unique advantage for China’s development of new energy vehicles.In recent years,especially after 2013,China’s new energy vehicle market has experienced explosive growth.With the introduction of various government support policies,major companies are actively deploying new energy markets.At the same time,traditional fuel vehicles.The market is gradually declining.Chery,which has experienced unfavorable factors such as a sharp drop in sales volume and equity sales,is currently performing well in the new energy market,and the new energy vehicle market will also become an important opportunity for Chery Automobile to achieve revival.However,through analysis,we found that Chery New Energy also has many problems in the marketing process,such as single product variety,small profit margin,and backward marketing model.With the reduction of state subsidies for new energy,the increasing marketing efforts of foreign car companies in the domestic market,and the rapid development of state-owned brands such as BYD and BAIC New Energy,Chery New Energy will face great difficulties.Therefore,In the critical period of the transformation and development of the new energy passenger vehicle market,this paper hopes to put forward some opinions and suggestions on the marketing of Chery New Energy passenger car through the analysis of the new energy passenger car market and the internal and external environment faced by Chery New Energy Company,combined with the relevant theories of marketing management.This paper first introduces the current situation of Chery New Energy’s current operation and passenger car product marketing,and analyzes Chery New Energy’s own marketing status to find out the existing problems.The product variety is relatively simple and the strategic layout is not clear,the vehicle quality is not There is no advantage in market recognition,product design and performance,the market influence of Chery brand needs to be improved,product positioning and price are low,traditional marketing channels are not suitable for further development of new energy passenger vehicles,marketing promotion and targeted Strong and human resources protection is not enough.Secondly,through the PEST model,it analyzes the internal and external environment of Chery New Energy from the four aspects of politics,economy,society and technology,and lays a foundation for the development of Chery New Energy passenger car marketing strategy.The external environment,domestic environmental protection requirements continue to improve,the state has introduced a number of measures to encourage the development of new energy vehicle industry,the society’s recognition of new energy vehicles is gradually increasing,the overall economic situation is not optimistic,the financial subsidy policy is gradually adjusted,and various subsidy policies are gradually retired.The construction of slope and new energy charging facilities is still difficult to meet market demand,and the consumption trend of new energy passenger car market has changed.The internal environment,the situation of the traditional fuel vehicle industry is becoming more and more serious,the pace of development of the new energy automobile industry is accelerating,domestic brands are performing well in the domestic new energy passenger vehicle field,the mileage of domestic new energy passenger vehicles is continuously increasing,and new energy vehicles are increasingly enriched.The production cost and selling price of new energy passenger vehicles are gradually reduced,the after-sales and maintenance costs of products are gradually reduced,and the quality of domestic new energy products needs to be further improved.Thirdly,combined with the STP theory,the different market segments are divided,and then the target market is determined according to the resources it owns,and finally the product or service is positioned at a certain position in the determined target market.In the context of new energy vehicle market policy and technological changes still full of uncertainty,combined with Chery’s own brand and technological advantages,for young and middle-aged groups with certain academic background and certain secondary education and financial support,there are secondary car purchases.The demand group,with the slogan of low price,high quality,simple,practical and fashionable,has targeted the promotion and promotion of the cui Rui eQ and Tiggo 3Xe series products and the follow-up upgrade of the products,and has occupied the low-end and mid-end products market in a short period of time.Increase investment in research and development and technological transformation,increase investment in the mid-size car market and SUV market,launch one or two mid-to high-end cars or SUV models,and gradually enter the high-end product market after making breakthroughs in technology.At the same time,Chery New Energy should improve and innovate in terms of models and functions,adding more technological elements and modernity to meet the special needs of more groups.Finally,specific marketing measures are formulated from the aspects of products,prices,channels,promotions,etc.,and suggestions are made for the enhancement of Chery brand and the innovation of new energy products.We must produce products that meet customer needs,provide differentiated products,gradually increase the influence of Chery’s new energy brand,launch new products suitable for market demand,enrich product categories,and appropriately increase product prices based on product quality.Further enrich marketing channels,carry out various promotion and publicity activities,and strengthen personnel training and human resources protection. |
