Research On Marketing Strategy Of Battery Electric Vehicle Of FAW-VW In Chongqing Area

On the premise that the global auto market is relatively depressed and oil resources are continuously exhausted,combined with China’s "carbon peak and carbon neutralization" strategy,green and low-carbon development is becoming an upsurge.Therefore,the market segment of pure electric vehicles,as the blue ocean market,has become the layout direction of various traditional vehicle manufacturers.As a leading vehicle enterprise in the fuel vehicle market all year round,FAW-VW has relatively late focus on the pure electric vehicle market and product launch.Although Chongqing is a non-licensed City,its pure electric vehicle market share is still in the forefront of the country,and its electric vehicle industry has considerable potential for development.However,limited by the overall layout of the company’s motorized products,as well as the fierce competition in the motorized transformation of local enterprises and new forces in Chongqing,the market share of FAW-VW pure electric vehicles in Chongqing has been greatly challenged.Firstly,this paper analyzes the marketing environment of FAW-VW pure electric vehicle in Chongqing,and finds out the current marketing problems by using PEST analysis method;Then,using SWOT analysis,this paper makes a comprehensive review of the situation of FAW-VW pure electric vehicle in Chongqing,finds out the bottleneck and promotion direction that currently restricts pure electric vehicle market of FAW-VW in Chongqing,formulates a series of marketing strategies and implementation guarantee,opens the sales situation of pure electric vehicle in Chongqing,and then helps overall electric transformation of FAW-VW.Through the overall analysis of the article,the problems encountered by FAW-VW pure electric vehicles in Chongqing are mainly the problems of single product line,high price,less channel layout of supermarkets,low market publicity exposure and so on.Therefore,this paper uses 4P theory to give the marketing combination strategy from four aspects: product,price,channel and publicity.In terms of products,it is necessary to introduce the product ID.3 whose price is less than 200 k RMB to meet the practical needs of ordinary families in Chongqing;In terms of price,it is to reduce the threshold and enrich the rights and interests of users at the same time;In terms of channels,supermarkets experience stores are established in core business districts such as Guanyin bridge,Raffles to reduce the drainage cost;In terms of publicity,strengthen the promotion of public relations and the large screen advertising of the core business district.