Research On Marketing Strategy Of JH Brand New Energy Vehicles In Xinxiang City

After years of rapid growth,China’s passenger car market showed negative growth for the first time in 2018,and market sales fell for three consecutive years.China’s auto market officially entered the era of remnant competition.Compared with fuel vehicles,the sales volume of domestic new energy vehicle market increases instead of falling under the guidance and support of national policies.Pure electric new energy vehicles continue to make breakthroughs in battery performance and intelligent driving,and gradually penetrate into the fuel vehicle consumption market,while domestic new energy vehicles have cost advantages and capital support,and their competitiveness increases year by year.JL’s JH new energy vehicle brand has listed a variety of products since its release in 2019.However,under the background of the explosive growth of pure electric vehicle sales,it has not achieved enough good sales results.Most dealers in Henan are in the situation that the input cost is greater than the income.Using the methods of literature analysis,empirical research and questionnaire survey,this paper studies the marketing strategy of JH brand new energy pure electric vehicle Xinxiang by taking JH new energy vehicle Xinxiang 4S store as the research object.Firstly,based on the research status at home and abroad,this paper summarizes the development prospect and marketing law of new energy vehicles,and summarizes various concepts in the marketing of new energy vehicles.Secondly,it sorts out the current marketing strategy of JH new energy products from the aspects of current marketing facilities and new energy.Thirdly,conduct a questionnaire survey,summarize and sort out the owner characteristics of new energy pure electric vehicles in Henan,analyze the macro environment and competitive environment of JH brand new energy vehicles in Xinxiang market by using PEST analysis method and Porter’s five forces model method,and put forward the problems existing in the core competitiveness,product pricing,marketing channels and promotion channels of JH brand Xinxiang 4S.Finally,based on the marketing mix theory,four marketing strategies are designed for the marketing of JH brand new energy vehicles in Xinxiang market,and four specific safeguard measures are formulated to ensure the smooth implementation of the marketing strategy.While providing effective improvement schemes for JH brand new energy vehicle Xinxiang market,it also provides reasonable suggestions for the future development of similar domestic new energy vehicle dealers.