Research On The Marketing Strategy Of BYD New Energy Vehicle In European Market

With the rapid development of automobile industry and the popularization of automobile use,the shortage of oil resources and environmental pollution have been caused.Therefore,vigorously developing new energy vehicles and accelerating the transformation and upgrading of the automobile industry are the directions for the future development of the automobile industry.Given that China has become the world's largest producer of new energy vehicles,based on the domestic market of new energy vehicles,how to further expand overseas markets has become an important issue that requires attention in the selection and implementation of international strategies.As the leader of China's new energy vehicle industry,BYD is also actively expanding its overseas market layout.As one of the world's largest automobile consumer markets and the world's second largest new energy vehicle market,European market has become an important target market for BYD 's layout.As an important means of promoting internationalization strategy,the innovation and application of international marketing strategy must be the focus of different enterprises to promote internationalization,especially to explore overseas market.Based on the above background and reasons,this paper takes BYD as an example to study the marketing strategy of its new energy vehicles in the European market.This paper uses the method of combining international marketing theory with the case of international marketing of enterprises.On the basis of analyzing and evaluating the current marketing situation of BYD 's new energy vehicles,especially the marketing strategy of new energy vehicles in Europe,this paper analyzes the main problems and shortcomings of its marketing strategy in exploiting the new energy automobile market in Europe,and puts forward some countermeasures and suggestions for further optimizing its marketing strategy.The research of this paper finds that although BYD 's marketing strategy selection and application in the European market are more reasonable and effective,it has basically achieved the expected marketing objectives,and created a precedent for China's new energy vehicle enterprises to explore the markets of developed countries or regions and achieve success.However,there are also a series of problems that need to be further optimized,such as the unreasonable product mix,the low value of existing brands,the inadequate price competitive advantage,the inadequate sales channels,the single promotion method,and the insufficient after-sales service system.Therefore,the paper puts forward the corresponding optimization suggestions from the aspects of product restructuring,brand building,price adjustment,channel expansion,promotion strategy optimization,service quality improvement,etc.The paper consists of six parts: The first chapter is the introduction,which mainly describes the research background,research purpose and significance,and summarizes the relevant research results,introduces the research ideas,methods,main innovations and shortcomings of the paper;The second chapter is an overview of BYD 's new energy vehicle marketing status in the European market.It mainly introduces BYD 's company profile and its current marketing status in the European new energy vehicle market,and sorts out the process of BYD new energy vehicle development in the European market;The third chapter is the marketing strategy analysis of BYD 's new energy vehicles in Europe,which is mainly based on the strategic objective of BYD 's new energy vehicles' macro development.It analyzes the marketing strategy selection and application of BYD 's new energy vehicles in Europe from five aspects of products,prices,channels,promotions and services,and evaluates its implementation effect;The fourth chapter is the analysis of the problems and reasons of BYD 's new energy vehicle marketing strategy in Europe;The fifth chapter is about the marketing strategy optimization of BYD new energy vehicle in Europe;Finally,it is the summary of the paper and the prospect of future research.