Research On The Marketing Strategy Of ZH New Energy Vehicles

At this stage,China's energy is also increasingly facing a tense situation,coupled with more and more serious environmental pollution,in this context,the research and development of new energy vehicles and marketing strategies are also imminent,so accelerating the research of new energy vehicles in China is also an inevitable trend of development.From the theoretical level,there are relatively few studies on the marketing strategies and means of new energy vehicles in the marketing market.The research on the marketing strategies of new energy vehicles in this paper can deepen the theoretical research,increase the research and development and promotion of new energy vehicles,and hopefully help China become a powerful automobile country.From a realistic point of view,ZH enterprises to increase the research and development of new energy vehicles can promote better development of related marketing,but also can fully and detailed show the advantages of new energy vehicles to customers,improve marketing efficiency.Based on PEST theory,Porter's Five Forces Model and SWOT Rectangular Theory,this paper analyses the current external marketing environment,internal marketing environment and market competition environment of ZH new energy vehicles.In the form of the overall environment,the STP analysis of new energy vehicles is carried out.The marketing strategy of ZH new energy vehicles is analyzed from the aspects of products,prices,sales channels,promotion and industrial policies.Through analysis,ZH company's market positioning of new energy products is not accurate enough.We should continue to exchange and cooperate with some advanced enterprises at home and abroad,learn advanced production technology,especially core technology,constantly optimize product structure,find market positioning,weed out the old and bring forth the new.Increase the access rate of low-level market,expand the sales scope of products,and increase the audience of products.Battery bare machine separated sales model is adopted to minimize the purchase cost of consumers and stimulate consumers desire to buy.Extremely expand diversified credit consumption marketing model,increase experiential marketing.There are still some deficiencies in the research of ZH new energy vehicle sales strategy.After more than 2-3 years of new energy vehicles,the performance of energy batteries has declined significantly and the cost of battery replacement is high.However,the sales price of new energy vehicles is highly subsidized by industrial policies.Replacement battery prices directly catch up with subsidized new car sales prices.The technical level of new energy automobiles is high,but it has not been popularized.There are some problems in repairing,such as difficult repairing and expensive repairing.Because of battery and repair reasons,new energy vehicles have not formed a used car market,affecting the sales of new cars.These shortcomings have not yet come to a proper solution,need to further understand the market,the current industrial policy,battery manufacturers,repair factories,used car market for in-depth research and analysis,to arrive at a proper solution.