Marketing Strategy Research On New Energy Bus Of YT Company

Automotive energy and environmental issues are a great challenge for the global auto industry in the 21 st century.The global low-carbon development goal and increasingly stringent fuel consumption regulations have promoted the technological change of the global automobile power system,the rapid development of various energy-saving and environmental protection vehicles characterized by the main characteristics of automobile power electrification,the industrialization of hybrid and pure electric vehicles,the entry of fuel cell vehicles into the market,and the continuous breakthrough and upgrading of core technologies such as power cells and fuel cells.The development of new energy vehicles in China has benefited from the guidance and escort of the national strategic direction.Mature,the government gradually abolished subsidies,the new energy vehicle market from government-oriented to market-oriented.YT new energy bus after many years of development,market share ranked first,but with the gradual reduction of government subsidies,competition is becoming more and more serious,the market leader position has been severely challenged.In the face of the current competitive situation,it is of great significance for YT new energy buses to obtain sustainable competitive advantage by formulating strategic and feasible marketing models and innovating marketing strategies from multiple perspectives.Based on the combination of theory and case,literature review method,case analysis method,interview method,YT new energy bus as the research object,marketing strategy as the main content,through PEST analysis,five-force model analysis and SWOT analysis,this paper analyzes the development status,marketing environment and existing problems of YT new energy bus,and combs out the main advantages and disadvantages of YT new energy bus at present.Opportunities and threats provide a theoretical basis for the formulation of marketing strategy.Through the model analysis,it is shown that the current YT new energy bus is in a favorable position in marketing,the advantages outweigh the disadvantages,the opportunity is greater than the threat,and the SO should be taken as the strategic vision orientation.In order to further promote the marketing effect of YT new energy bus,this paper analyzes the hierarchical characteristics of the current YT new energy bus market with reference to the STP marketing strategy,subdivides the overseas and domestic markets,and on this basis,puts forward the target market that YT new energy bus should choose.YT new energy bus in the overseas target market should choose in Europe and the United States and other high-end markets,focusing on commercial vehicles,public transport vehicles and tourism vehicles.Inthe domestic purpose The standard market should choose "going up to the mountains and down the countryside" to expand the scenic spot market and the county and township market,dig deep highway passenger cars,airport ferry cars,hotel connecting cars and other sub-areas.After defining the market positioning,this paper introduces the implementation strategy of marketing strategy from the aspects of product,price,channel and promotion,and puts forward the safeguard measures for the implementation of marketing strategy.At the end of this paper,it summarizes the full text and looks forward to the future.