Research On Marketing Strategy Of P5 Of Xpeng Motors

Global warming,energy crisis,ecological imbalance and other issues are increasingly prominent,the traditional automobile industry is facing the challenge of transformation and upgrading.Automobiles are gradually evolving from means of transportation to mobile intelligent terminals and digital space.Countries all over the world have formulated a series of measures to support the new energy vehicle industry and popularize the wide application of new energy vehicles.Nowadays,new energy vehicles have entered a stage of rapid development in China,and a number of emerging electric vehicle enterprises with certain scale and strength have emerged.This paper takes Xiaopeng Automobile Company,a typical representative of them,as the research object,and conducts an in-depth study on the marketing status of P5 electric vehicles,its core model.It will help Xiaopeng to carry out effective marketing strategies,provide reference for its revenue growth and help achieve its goals.Taking the P5 model of Xiaopeng automobile as the research object,this paper adopts a variety of research methods,such as customer questionnaire survey,field visit,literature and data analysis,to conduct in-depth research and Analysis on the R＆ D,listing and sales status of the P5 model,analyze the problems existing in the four aspects of product,price,channel and promotion of the P5 model of Xiaopeng automobile,and make market segmentation on the market positioning,macro and micro environment and,By comparing the advantages and disadvantages of Xiaopeng P5 in marketing,we can find the target customer group with the most marketing potential of Xiaopeng P5 electric vehicle,and explore the marketing opportunities that can be seized and the potential threats that can be avoided.The research results show that:（1）the Xiaopeng P5 model has strong product competitiveness in terms of intelligence,but the Xiaopeng P5’s inaccurate definition of target customers,relatively high product pricing,insufficient brand premium ability,uneven distribution of sales channels and imperfect coverage of charging channels restrict the further improvement of its sales;（2）The change of carbon peak,carbon neutralization target,double points national policy and user demand will bring a golden period of rapid development to the new energy market.However,the launch of Tesla,Volkswagen ID,Xiaomi and other new products will become increasingly competitive and bring huge challenges;（3）Users’ demand for intelligence will increase day by day,and the consumption experience of sales and services will become more and more important.Therefore,this paper puts forward marketing suggestions for the Xiaopeng P5 model from the following aspects: accurately positioning the target market,focusing on the target customers,strengthening the product selling points with intelligence as the core,strengthening the existing direct marketing mode,expanding online channels,improving the charging and after-sales service system,and strengthening the construction of talent team,capital and organizational mechanism.