Research On Marketing Strategy Of New Energy Vehicles Powered Battery Products Of Company Great Power

With the rapid development of Chinese economic,the progress of our society and the gradual improvement of people,s living-stadard,there is an increasing demand of people who pursue for a better life.The vehicle is an important tool to improve people,s living-standurd,making it more easy to get out.According to the Ministry of Public Security,we have retained 372 million motor vechicles in 2020.Although the huge volume of motor vehicles has brought great convenience to our study,work and life,they not only need a large amount of imported oil and other resources to maintain,but also cause serious pollution to the air.In order to relieve energy pressure and reduce environmental pollution,China puts forward the "New Energy Strategy" in 2001.2008 is the first year of China’s new energy vehicles.Driven by the policie,the industry chain of new energy vehicles is developing rapidly and striving to achieve "overtaking at corners".In 2020,1.366 million new energy vehicles have been produced throughout the year.As of December 2020,the number of new energy vehicles in China reaches 4.92 million,accounting for 51.4% of the global number of new energy vehicles.Great Power was founded in 2001.Since it entered the power battery field in2013,it has cooperated with Zotye,Yinlong,Dongfeng,SGMW,Changan,Chery and other major domestic automobile brands successively.After years of exploration,the square type lithium iron phosphate battery was determined as the main technical route.And occupy a certain position in the market.From 2018 to 2020,the shipment of lithium iron phosphate power batteries for new energy vehicles ranked top in China.This paper aims to maintain the current market position and make further improvement to increase market share.This paper first describes the marketing status of Great Power.At present,the market segments Great Power focuses on are mini new energy cars and new energy commercial vehicles.The battery products of these two market segments require low prices,and the lithium iron phosphate battery of Great Power just meets this market demand.However,the sales volume of new energy passenger cars in China will reach more than 990,000 in 2020,and the market demand for senior passenger cars is still expanding.Great Power has not opened this market segment for the time being.In this paper,through the marketing macro environment analysis,PEST analysis method;Micro environment analysis,using Porter’s five forces analysis method and SWOT analysis method to analyze the marketing environment of automotive power battery products of Great Power,to understand the current market situation and future development trend.Through STP to segment the market and identify the market segments,the existing products of Great Power are suitable for the mini new energy passenger car market and the new energy special car market,so as to develop the senior new energy passenger car market.Referring to the 4P marketing strategy,find the right marketing mix,and ensure the implementation of the marketing mix.Great power is already in joint development with GAC New Energy,new energy passenger car market has to enter the senior car,made a preliminary market layout,but it still have larger gap,with the head enterprises still need to further strengthen the technology,equipment,investment,capital investment of the plates and then hold position in this market segment.Through the analysis of marketing macro environment,this paper will use PEST analysis method;Micro-environment analysis,using Porter’s five forces analysis method and SWOT analysis method to analyze the marketing environment of new energy vehicle power battery products of Great Power Company,to understand the current market situation and future development trend.Using STP market segmentation,to identify the market segment,Great Power products suitable for new energy special vehicle power battery market.Referring to the 4P marketing strategy,find the right marketing mix and ensure the implementation of this marketing mix.Through the above methods and research,the market share of Great Power in the field of new energy vehicle power batteries will be extended and the existing business volume will be expanded.In this way,Great Power can achieve more sales in the complex competitive environment in the field of power batteries for new energy vehicles.Through the above methods and research,the market share of Great Power in the field of new energy vehicle power batteries will be extended and the existing business volume will be expanded.In this way,Great Power can gain more market share in the complex competitive environment in the field of power batteries for new energy vehicles.