| The rapid development of the automobile industry and the popularity of automobile have brought about problems such as tight supply of oil resources,pollution,and frequent driving safety incidents.Countries around the world are speeding up the transformation and upgrading of the automobile industry and vigorously developing new energy vehicles,to take this as the future direction of the automobile industry.As the origin of the automobile industry and an important market for global automobile consumption,Europe is highly dependent on oil.Under the joint promotion of policy factors and market factors,the European automobile industry accelerates the pace of new energy transformation,which also provides an opportunity for Chinese new energy vehicles to enter the European market.After nearly ten years of rapid development,China’s new energy vehicle industry has made remarkable achievements.The industry has stepped into the growth period from the introduction period,and become the world’s largest production country of new energy vehicles.As one of China’s strategic emerging industries,new energy vehicles have received comprehensive government incentive policies and its status has been elevated to the national strategic level.In this context,some of the Internet companies with rich capital,real estate companies have also joined the ranks of the car,known as the new forces.Founded in 2015,Chinese brand XPENG Motor Technology Co.,Ltd.is a member of the Internet car manufactures,known as the new forces.It aims to produce intelligent new energy electric vehicles.Its main business includes vehicle technology research and development,building charging networks,investing in autonomous driving,and others.After eight years of development,the company has more than 14,000 employees,and the comprehensive strength of the company has been greatly improved.In 2021,XPENG officially won the sales champion of the new force car making camp,with an annual delivery volume of 98,155 units.However,with the rapid development of the industry,the progress of science and technology and the cooling of the capital market,the competition among automobile enterprises is becoming more and more fierce.The reduction of relevant policy subsidies has made domestic racetracks more crowded.In 2020,XPENG started to enter the European market,taking Norway as the first place.In 2021,XPENG delivered only 438 cars in Europe,which was still a big gap compared with the European new energy vehicle market of 1.36 million that year.Compared with traditional automobile enterprises,XPENG Motor has a smaller asset scale,incomplete industrial chain,immature product technology,brand effect and weak ability to resist risks.XPENG Motor Technology Co.,Ltd.must improve the marketing strategy,expand the overseas market,in order to survive and develop in the fierce competition.This thesis takes XPENG Motor as an example to study the marketing strategy of its new energy vehicles in the European market.This thesis first introduces the general situation of XPEGN company,pointing out its efforts in self-research of full stack,its leading position in intelligent assisted driving technology and intelligent Internet connection technology,as well as the Internet technology background of the founding management team.Then it combs its development process at home and abroad.Secondly,PEST model is used to analyze the external macro environment of the company in the European market,and Porter’s five forces model is used to analyze the external micro environment,sorting out the policy situation,market environment,industry competition and so on.SWOT matrix model is used to summarize the strengths,weaknesses,opportunities,and threats of the company in various aspects in the form of tables.Based on analysis,the solutions of SO,ST,WO and WT are formulated.Thirdly,through STP strategic marketing theory,this thesis combs the reaction behavior of XPENG to the external environment,including the choice of market positioning and target consumer groups.Finally,this thesis expounds the XPENG’s current marketing situation in product,price,place,promotion,and service,points out the problems of marketing,such as imperfect technology and product design,lacking of enterprise customers market,weak brand accumulation,uncompetitive price,unacclimatized marketing mode in overseas markets,lacking of preferential and diversified channels,improperly processed layoffs.Research results show that XPENG should optimize its European market marketing strategy,through its own genetic characteristics of the Internet,update the product technology,pooling resources to build domestic medium and high-end brand of smart car benchmarking,and strive to improve some of the defects of the product to be younger,more energetic and more delicate,and gain more market share through expanding product categories;Adopt a time-based,multi-level floating price strategy to meet the needs of different levels of consumers;Strengthen channel control,integrate online and offline channels,optimize service experience,improve service level and company brand image by virtue of professional direct sales mode,and realize user operation in the whole life cycle;Make good use of community word-of-mouth marketing and brand worship,provide car promotion activities,such as XPENG promotion day,expand brand influence,and form a fan economy;Enhance Personnel communication,to achieve the rationalization of talent team structure and efficiency maximization.In a word,XPENG technology Co.,LTD should choose diversified marketing strategies,clarify its position in the market in the European market,focus of operation,and resource requirements.This is beneficial to enhance the matching property between company organizational structure and the marketing strategy,reaching better optimization of resources.It is conducive to further consolidating and expanding XPENG product differentiation advantage in overseas markets,thus achieving the aim of enhancing the company’s continued competitiveness with calmly responding to market opportunities and changes. |
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