Research On Marketing Strategy Of B Company New Energy Vehicles

The world’s energy supply is increasingly tense,and the environmental pollution is serious.Many countries are promoting the development of green energy.Traditional fuel vehicles are gradually being eliminated,and the development of new energy vehicles ushered in historical opportunities.Compared with the traditional fuel vehicles,new energy vehicles have their natural advantages in energy consumption and pollutant emissions.The domestic,foreign automobile markets and most enterprises regard new energy vehicles as the main direction of the future development of the automobile industry.In recent years,China has invested a lot of resources in the new energy vehicle industry,provided various policies and economic support,and promoted the rapid development of the new energy vehicle industry.In the face of the declining subsidy policy of new energy vehicles and the intensified market competition,the development of new energy vehicles and emerging new energy vehicle brands by traditional fuel vehicle enterprises has continued to develop,and the development of new energy vehicles by B company has encountered opportunities and challenges.Based on the marketing management theory,this paper analyzes the current situation of the new energy vehicle market,analyzes the external environment of B company by using PEST analysis,studies the industry environment and consumer demand of new energy vehicles,analyzes the marketing situation of B company,analyzes the advantages and disadvantages of new energy vehicle marketing by using SWOT analysis,and finds out the opportunities and threats faced by the company.Through STP analysis,the target market and market positioning of new energy vehicles are defined.Based on 4P marketing theory,the basic situation of product strategy,price strategy,channel strategy and promotion strategy of new energy vehicles in B company is analyzed in detail,and the specific marketing assurance measures are put forward.Through the analysis of this paper,it is helpful for company B to seize the market opportunity,promote the development of new energy vehicle market,reduce the risk of environmental problems,and seek the sustainable development of enterprises,industries and even the country.