| With the continuous development of China’s economy and the continuous improvement of national income and consumption level,China has become a major consumer of automobiles.With the continuous increase of household car ownership,the competition in the automobile consumption market is also becoming increasingly fierce.In traditional automotive competition,the automotive industries of Japan,the United States,and Europe,due to their early start,are more competitive in the traditional fuel vehicle market compared to domestic brands.In recent years,with the emergence of a series of environmental issues such as global warming caused by environmental damage and other issues,the increasing awareness of energy conservation,emission reduction,and environmental protection has called for consumers to choose green travel more.The call to replace traditional fuel vehicles with new energy vehicles to purchase has also become increasingly high.At the same time,China’s independent brand of new energy vehicles have achieved curve overtaking,giving birth to a group of influential new energy vehicle manufacturing enterprises such as Xiaopeng,NIO,BYD,etc.that compete with foreign traditional electric vehicle brands such as Tesla.However,from the current perspective of the new energy vehicle market,although with the improvement of people’s environmental awareness,more and more consumers are choosing new energy vehicles,from a data perspective,the sales of new energy vehicles have not made any breakthrough progress.In addition,under the influence of the COVID-19,the economic growth slowed down,and some previously strong independent brands of new energy vehicles were also rumored to have lost money and closed down.This paper takes Shanghai Weilai Automobile Co.,Ltd.as the research object,analyzes the current marketing environment of new energy vehicles through PEST,SWOT and other analysis methods,introduces the basic situation and marketing status of Shanghai Weilai Automobile Co.,LTD.,and analyzes the problems of single product,high product pricing,low service efficiency and limited promotion channels in the current marketing of Shanghai Weilai Automobile Co.,LTD.,Starting from this,using STP theory and 6P marketing theory analysis,we identified the market positioning,segmented markets,and target customers of Shanghai Weilai Automobile Co.,Ltd.We formulated detailed marketing strategies from six aspects: product,pricing,promotion,channels,politics,and public relations,and proposed safeguard measures.Shanghai Weilai Automobile Co.,Ltd.is a representative of domestic high-end electric vehicles participating in global competition,and also one of the current domestic independent brands of new energy vehicles.Therefore,its development status and existing problems have certain representativeness.By formulating a new marketing strategy for Shanghai Weilai Automobile Co.,Ltd.,it not only plays an innovative and exemplary role,but also brings inspiration to the development of the entire new energy vehicle enterprise and has certain reference significance for the development of the entire new energy vehicle industry. |
