Research On Domestic Marketing Strategy Of BYD "Han" Battery Electric Vehicle

In recent years,the role of new energy vehicles in energy conservation and emission reduction has attracted extensive attention.In 2020,the Chinese government listed new energy vehicles as one of the seven strategic emerging industries.China is the world’s largest new energy vehicle market,but the market share of new energy vehicles is very limited.BYD is the pioneer of new energy vehicles in China.After years of technological research,development and innovation,BYD has the world’s leading technology in the field of power batteries.Since its listing,BYD "Han" pure electric vehicle(hereinafter referred to as "Han" EV)has become a high-profile model and occupies a certain market share with its high safety "blade battery",high appearance and high-tech sense.However,with the intensification of competition in the new energy vehicle industry,the marketing strategy is particularly important.This paper analyzes "Han" EV,introduces BYD,"Han" EV and its sales,and analyzes the marketing status of "Han" ev.Through PEST analysis of the external environment of "Han" EV marketing,the government has strengthened its support for new energy vehicles,the domestic automobile production and sales have increased,the per capita disposable income of national residents has increased,and people’s awareness of environmental protection has improved.Although there are many applications for new energy vehicle technology patents in China,there is still a large gap between the key core technology and the automobile power.The strengths,weaknesses,opportunities and threats of "Han" EV are analyzed through SWOT matrix,and it is concluded that "Han" EV should choose Wo strategy.Through STP analysis of "Han" EV,it is considered that "Han" EV is a high cost-effective medium and high-grade pure electric vehicle,which is suitable for passenger cars of people in big cities with certain economic ability and high educational background or social status.Finally,through the sales and marketing status of BYD "Han" EV,and through the above analysis,this paper puts forward suggestions on BYD "Han" EV’s marketing,such as product improvement and iteration,appropriate price adjustment,strengthening publicity and consumer interaction,expanding sales channels,and puts forward safeguard measures such as increasing vehicle production base,improving technology research and development level,standardizing dealer fees,and entering the used car market of pure electric vehicles.