Research On The Improvement Of YD's Marketing Strategy Based On New Energy Vehicle Market Research

Since the beginning of the 21st century,especially after China's accession to the WTO,China's economy has developed rapidly and people's income has increased rapidly.Accordingly,the amount of private car in the family increases ceaselessly.In 2009,China's auto production and sales both exceeded 10 million,surpassing the United States to become the world's largest auto consumer,and it has been the world's first for 10 consecutive years to 2018.With the development of economy,the pollution problem caused by the production and living activities of Chinese people is becoming more and more serious,especially the haze problem caused by air pollution is becoming more and more serious.Environmental protection has become a serious problem affecting people's quality of life and happiness.People are also more concerned about the pollution caused by cars,and energy-saving and environment-friendly new energy vehicles have gradually come to consumers from the conceptual design to the physical object.With the encouragement of the government,the market of new energy vehicles expands rapidly,and social funds also get involved in the sales of new energy vehicles.YD new energy company was founded in this context.Through interviews,this study found that YD company encountered difficulties in marketing last year.Under the impact of peer competition,its sales growth significantly lagged behind the development of the market.In order to find out the reason,we made a thorough market research.On the basis of literature research and consumer behavior theory,this paper extracted the factors affecting consumers' behavior of purchasing new energy vehicles,and explored the psychological driving mechanism of consumers' behavior with the help of empirical research method.On the basis of the mature and classic scale produced by previous scholars and in combination with the local situation,the questionnaire was compiled and conducted online tlirough the questionnaire star system.More than 500 valid questionnaires were obtained.SPSS and AMOS were used to analyze and process the data,and the structural equation model of influencing factors of residents' buying behavior of new energy vehicles in T city was constructed.On this basis,the influence of each factor is analyzed quantitatively through data research.This market research confirmed that consumers' environmental protection concept and cognition of new energy vehicles have a positive effect on their purchase behavior.People with different characteristics also have different attitudes,purchase intentions and behaviors towards new energy vehicles.The results of the market research show that the market demand is different from the original assumption of YD company.Combined with the company's marketing environment,the existing problems and causes of YD company's marketing strategy are analyzed.and it is found that the company's original marketing concept has not met the needs of the market.YD executives urgently need to change their business concepts and improve their marketing strategies.Finally,based on the 4C theory of customer demand,this paper discusses the measures of marketing improvement from four aspects and puts forward the strategies of attaching importance to network marketing and experiential marketing.