Study On The Improvement Of B Brand New Energy Vehicle Marketing Performance

With the development of The Times,although economic development is changing with each passing day,there are also many problems exposed,such as increasingly scarce energy,improved driving safety and more and more serious environmental pollution,so there are higher requirements for the automobile industry.At present,the development goals of the global automotive industry are gradually clear,with the development trend of Internet,intelligent driving,new energy and so on.As a big economic country,China pays more attention to the natural ecological health environment and energy security,so the new energy automobile industry is also an important pillar industry of China’s development.In the context of the development of this industry,BRAND B was born in 2017.The country is also in order to let the new energy vehicle industry high-quality development,significantly narrow the previous more fiscal subsidy leverage.Starting from 2019,the promotion of new energy vehicles began to apply the fiscal subsidy policy.With the implementation of the New Deal,the production and sales of new energy vehicles declined for four months compared to the same period last year.By 2020,subsidies for new energy vehicles will be further reduced,and the new energy vehicle industry will gradually transition from the "subsidy era" to the "subsidy-free era",while also improving standards for the new energy vehicle industry.The purpose of this paper is to draw lessons from the new energy vehicles,marketing,such as introduction to the core,based on new energy automobile industry development situation in China,using PEST analysis,SWOT analysis method to B brand cars present situation and the market environment is analyzed,and the fuzzy comprehensive evaluation method to evaluate B brand’s marketing performance,and to find problem in B brand brand marketing performance.Finally,marketing mix strategy theory,safeguard measures and other three parts to improve the marketing performance of B brand car proposed solutions.The research of this paper finds that the improvement of marketing performance of B brand car series is seriously restricted by problems such as insufficient marketing investment,limited promotion,single sales channel and lagging product innovation.Based on this,this paper proposes the market positioning of B brand car series on the basis of marketing theory,and further improves the marketing performance of B brand car series from product strategy,channel strategy,promotion strategy and price strategy.And from strengthening the brand management consciousness of all staff,optimizing the allocation of company resources,establishing marketing performance evaluation system,the formation of professional marketing team to ensure the promotion of marketing performance.