Research On The Optimization Of BAIC New Energy Marketing Strategy

China plans to ban fuel vehicles in 2035.The United Kingdom,Japan,Sweden,Germany,France and other countries have also released fuel vehicle ban schedules,and new energy vehicles are back on the stage of history.Since 2004,China’s new energy vehicle industry has blossomed,including Tesla of new energy vehicles in the United States,new exploration of traditional fuel vehicle enterprises,Weima,a new force of network car building,and Weilai.The whole new energy vehicle market is in full bloom,and new energy vehicles have been exploring in marketing strategy.There are obvious differences between new energy vehicles and traditional fuel vehicles in terms of characteristics.In fact,it also determines that new energy vehicles should explore new marketing strategiesBased on the above background analysis,this paper takes BAIC new energy vehicle marketing strategy optimization as the research object,based on STP strategy theory,4P theory,positioning theory in marketing,using literature research,case study,comparative analysis.First of all,this paper analyzes the current marketing situation and marketing strategies of BAIC New Energy Automobile Co.,Ltd.and the marketing cases of other brand automobiles,and finds that the company has insufficient marketing strategies.The marketing form is mainly general marketing strategies,in which the market segmentation is not detailed enough,the target market selection is too focused on,the market positioning is not clear,the product structure is not reasonable,and the product shape is not clear It is not enough to attract consumers,the product price positioning is too high,the publicity channel is old,there is no innovative idea,the promotion propaganda does not achieve the precise positioning of the publicity theme,the formulation of the whole marketing strategy is more traditional,the marketing effect is poor and other problems.After in-depth analysis of these problems,it is found that the main reason for these problems is that the product shape design uses the traditional fuel car,the price is too high,the car The paper points out that the first step is to determine the target market,the second step is to collect customer data and establish a big database according to the characteristics of the product and the target market.The preparation before the optimization of the marketing strategy is to implement the positioning again On the basis of the 4P marketing strategy as the basic marketing ideas,finally establish a variety of security mechanisms to ensure the implementation of marketing strategy optimization.It is expected that through the research of this paper,the application of positioning theory and 4P marketing theory in the new energy vehicle industry will provide a certain degree of theoretical reference significance,and provide a certain reference significance for other new energy vehicle limited companies in the marketing strategy...