Research On T Company's Marketing Strategy In China

With vigorously promotion of the national new energy vehicle policy,China's new energy vehicle market has been taking a rapid development since 2014,the market has exploded by annual growth rate of more than 30%.China's new energy vehicles cumulative production and sales will reach 5 million units by 2020.Lots of domestic new energy vehicle firms appear and have developed various kinds of products by taking advantage of the new era.As the pioneer and leader of new energy electric vehicle,T company has taken the the world's leading position in the new energy electric vehicle field,and has led the rapid rise of the new energy vehicle industry worldwide.T company entered China and promoted products in 2013,and expects to get a share of China's huge car market.For the local new energy vehicle firms,T company's products,marketing and philosophy are worth learning and drawing lessons from during the vital period of booming opportunities of the emerging new energy vehicle industry.This paper focuses on the marketing strategy of T company in China.First elaborated the research background,research status,research methods,theoretical support as basic elements,and analyze macro and micro environment of T company respectively with the help of PEST and SWOT analysis model,then study T company's market positioning through the STP strategy,and make further analysis on T company's marketing strategy with the help of 4Ps method based on the previous analysis.This paper look forward to providing enlightenment and reference for the development of local new energy vehicle firms by studying the marketing strategy of T company in China.