Research On The Marketing Strategy Of B Company’s New Energy Vehicles In H City

As the global energy crisis and pollution problems continue to intensify,green and low-carbon development has become an inevitable choice for China to adhere to high-quality economic development,and governments around the world are seizing the opportunity to develop the new energy vehicle industry,among them,as the first batch of national pilot cities of new energy vehicles,H city,is forming a hundred competitive situation,including the entry of new car-making forces,the division of foreign brands and the transformation of traditional car enterprises.However,the marketing strategies of existing new energy vehicle companies are still single,inefficient and inadequate.Therefore,it is a very important research topic to steadily expand the market share and brand influence of enterprises,realize the linkage development of enterprises and cities,maintain the competitive advantage in a long and stable way,and extend its experience to other cities to promote the healthy and orderly development of new energy vehicles in China.Based on this,this paper chooses to take Company B,a representative new energy vehicle enterprise that has settled in City H,as the research object.It attempts to start with the problems that exist in B Company’s marketing strategy in H City through consumer feedback,and combine marketing theory to deeply analyze the characteristics of H City’s new energy vehicle market and B Company’s current marketing strategy,find the entry point and target positioning of H City’s new energy vehicle segmented market,and provide targeted suggestions,Build a practical and efficient marketing strategy.Firstly,based on the theory of consumer purchase decision,we designed a questionnaire for consumers in city H.A 60-day consumer survey was conducted and 330 questionnaires were returned,through data compilation and analysis,we analyzed the factors influencing consumers’ purchasing mindset from five aspects: demand,information collection,evaluation,purchase,and after-sales,and the problems in the marketing of new energy vehicles in Company B.Secondly,combining the production and sales data of new energy vehicles in China and city H in recent years,understanding the development of new energy vehicle industry in city H,analyzing the future prospects of the new energy vehicle market in the city,and exploring the feasibility of Company B to expand the new energy vehicle market in city H.Then,we analyze the strengths and weaknesses,opportunities and threats of the development of new energy vehicles in Company B using SWOT,and analyze the current marketing strategy of new energy vehicles in Company B with the help of 4P marketing model.Finally,in response to the issues found in the investigation,it is proposed that Company B should further optimize its marketing strategy by maximizing the use of new internet media to promote its products,continuously improving product performance and maintaining a leading technological advantage,assisting H city in accelerating the improvement of supporting facilities,and creating mature and refined after-sales services from four aspects: publicity,technology,supporting facilities,and after-sales service.