ZT New Energy Vehicle Brand Marketing Research

With the intensification of environmental pollution and energy crisis,more and more energy-saving products have emerged.New energy vehicles have won consumers' attention with their energy-saving,environmentally friendly,and green travel characteristics.In recent years,my country has continuously introduced and adjusted new energy vehicle industry policies,and encouraged auto companies to increase research and development of new energy vehicles.The new energy vehicle industry has developed rapidly under the promotion of economic trends and policy dividends,but at the same time,industry competition is also continue to intensify.While this brings opportunities to ZT new energy vehicles,it also poses huge challenges.This company still has problems such as product homogeneity and market saturation in the process of implementing its brand strategy.The traditional product-oriented marketing model cannot satisfy the company's long-term development.Therefore,brand building has become the core of the company's future development.Strengthening brand strategy and brand positioning,and accelerating the implementation of brand marketing and promotion are the keys to the company's advantage in the new energy vehicle market.This article uses literature research method,theoretical analysis method,questionnaire analysis method and comparative analysis method to analyze the brand marketing of ZT New Energy Automobile Company.According to the basic theories of brand marketing,using the PEST model,Porter's "five forces" model and consumer demand research to analyze the company's brand marketing environment,combined with SWOT analysis tools and the company's internal brand marketing status quo,it is concluded that brand marketing has a fuzzy awareness of brand strategy,unclear brand positioning,convergence of brand communication channels,lack of brand feedback,and insufficient brand personalization,etc.,and then analyze the issues around the formulation of brand strategy and brand positioning,and conclude that brand strategy upgrades,brand repositioning,and construction of new communication channels,improve the brand feedback system and brand marketing optimization strategy of brand design innovation.From the perspective of the company,measures are proposed to strengthen brand management awareness,optimize resource allocation,establish a brand evaluation system,and set up a professional marketing team to ensure the implementation of brand marketing strategies.The research in this article is for ZT New Energy Automobile Company to carry out subsequent brand marketing activities and continue to provide guidance to enhance the company's brand competitiveness,so as to achieve the purpose of improving the economic benefits of ZT New Energy Automobile Company.