Research On The Marketing Strategy Of BYD's New Energy Vehicle In Jinan

Jinan has the conditions for the marketing and promotion of new energy vehicles,and the automobile consumption market has great potential.BYD new energy vehicle is the benchmark of China's new energy vehicle industry.In the passenger car market,BYD has two major product lines,Dynasty and E,which are loved by consumers and have won the sales champion of domestic new energy vehicles for many years.However,in recent years,with the intensification of market competition,BYD is facing increasing pressure and challenges.This paper takes the marketing strategy of BYD new energy vehicles in Jinan market as the main research object,combined with the sales data of BYD new energy vehicles in China and Jinan,and uses PEST and SWOT analysis model to study the Jinan market.The consumption demand of new energy vehicles in Jinan is strong,and BYD has a large sales volume in the country,but its market share in Jinan market is still relatively small,which does not match the market potential of Jinan.BYD has built a relatively complete medium and low-end product system,but the competitiveness of high-end models is poor.The survey found that consumers in Jinan have the following characteristics: the formation of consumers' purchase intention is affected by consumer cognition,government policies,corporate public image and other factors,and gender,age,education,income and other factors will affect consumers' choice.Consumers are most concerned about the cost performance of new energy vehicles.Most consumers have a positive and neutral attitude towards BYD's brand image.According to the STP segmentation of Jinan market,this paper divides the market into three categories.One category of regional consumers pay attention to the quality of consumption.The second category of regional consumers emphasize the balance between performance and price.Three types of regional consumers are very sensitive to car prices.Compact cars and medium and large SUVs are the most popular models for consumers in Jinan.Pure electric vehicles and plug-in hybrid vehicles are the mainstream models in the market.Based on the above analysis,this paper puts forward some suggestions for improving the marketing strategy of BYD new energy vehicles in Jinan market:In terms of product and price strategy,BYD should benchmark international well-known brands,establish brand technical characteristics,concentrate its advantages and launch fist products in the same price range to compete with high cost performance.Take BYD Qin as the fist product,firmly occupy the middle-end market,and moderately explore the price.At the same time,BYD Han is the main force to gradually penetrate the medium and high-end market.In terms of channels and marketing strategies,we should appropriately increase the number of dealers in the second and third categories of regions to meet the consumption of the second and third categories of regions and the growing demand for automobile consumption.Fully integrate online and offline channels,strengthen the collection,analysis and utilization of big data,accurately portray customers with data,and improve the pertinence and accuracy of physical store marketing.Through the "Internet +" interactive car marketing mode,effectively enhance customer experience and satisfaction.The Internet plus mode of marketing will make up for the shortage of the number of stores.