A New Energy Passenger Vehicle For Y Enterprise Based On 7Ps Theory Research On The Improvement Of Domestic Marketing Strategy

China,as a big country in the application of petroleum,has seen a sharp increase in energy consumption.The development model of high consumption and high pollution is bound to be eliminated,and non-renewable resources and environmental pollution have become urgent problems to be solved.With the progress of science and technology,the integration of information technology and intelligent manufacturing technology with traditional industries,new energy vehicles have emerged as The Times require due to the application of renewable resources and low pollution,and have become one of the best choices to meet the market demand.Since 2009,China has continued to promote the development of the new energy vehicle industry.With the change of government policies and the entry of foreign new energy enterprises into the domestic market,China’s new energy vehicle enterprises are also facing challenges in all aspects,and problems in marketing,technology and other aspects are gradually exposed.In China’s new energy vehicle team,as a leader in China’s new energy vehicle industry,Y Company bears the responsibility of leading the development of domestic new energy vehicles.Therefore,this paper takes Company Y as an example,analyzes the domestic macro environment and industrial environment of new energy vehicle enterprises through PEST analysis and product life cycle theory,and concludes the advantages,disadvantages,opportunities and challenges faced by Company Y in the domestic new energy passenger vehicle market.Then,using questionnaire survey,research interview,literature review and other research methods,relying on 7Ps marketing theory,the domestic marketing strategy of new energy passenger vehicles of Y Company is analyzed from eight aspects of competitiveness,product,price,sales channel,personnel,tangible display and process service,and the problems in its marketing strategy are concluded: Consumers lack of awareness of new energy vehicles,brand building needs to be strengthened;Product quality needs to be improved,product structure and price system need to be improved;Lack of diversification of sales channels,network sales construction is not perfect;Insufficient professional sales staff,tangible display is not effectively used;Low satisfaction with after-sale service,and no exclusive supporting facilities for implementation.Based on the problems in the above marketing strategies,this paper,based on the 7Ps marketing theory,puts forward some suggestions to improve the domestic marketing strategies of new energy passenger vehicles of Y Company: improve consumer awareness,establish target market positioning,and strengthen brand building;Develop demand products,improve product quality,improve pricing system;Develop diversified sales channels and strengthen the construction of sales channel network;Strengthen personnel marketing,optimize tangible marketing environment;We will improve the service system and strengthen the construction of supporting facilities.It provides reference and significance for other domestic new energy vehicle enterprises to improve their marketing strategies and change their marketing ideas,so as to promote the sales of new energy vehicles in China and promote the healthy development of new energy vehicle industry.