A Research On The Marketing Stragegies For The New Energy Passanger Vehicles Of Company B In European Market

With the increasing reduction of global oil resources and the increasingly serious environmental pollution problems,people have realized the importance of new energy vehicles under the circumstances of the increasingly urgent demands for energy-saving and environment-friendly vehicles.The maturity of the European new energy vehicle market,including stringent emission standards,strong subsidies for new energy vehicles,purchase tax and road tax reduction,and more attention to the way priority for new energy vehicles,offers new energy vehicles more superior development opportunities and space.Faced with such a situation,the star model of Company B’s Dynasty series "Tang EV" officially entered Europe in 2021.This also marks that Company B began to formally enter the European passenger car market.As the leader of China’s new energy vehicles,Company B will make its new energy vehicles entering the European passenger market an important strategic significance.This thesis mainly analyzes the marketing strategies of Company B’s new energy passenger vehicles entering the European market through related marketing theories,and optimizes its marketing strategy by combining the marketing combination theories and Customer Perceived Value Theory.Firstly,the relevant researches result at home and abroad are summarized and analyzed through ‘7P’ Theories.Secondly,the problems and causes of Company B’s marketing strategies are analyzed based on the related automobile marketing theories.Finally,the optimization suggestions of the marketing strategies,based on enhancing product competitiveness and price competitiveness,optimizing sales place and promotion,implementing participant services,improving physical evidence and process management,are proposed on the ground of ‘7P Theories’ and the actual development trend.This thesis focuses on the studies of diversified academic theories and practical applications,which can promote its practicality and perceptiveness of marketing strategies,and it provides optimization references for its future marketing strategies.In addition,the research results of this thesis are conducive to other related new energy vehicle enterprises and their competing products to improve their marketing strategies.Meanwhile,the research results offer optimization suggestions for their future marketing strategies,and provide referable optimization opinions for China’s new energy automobile industry in the marketing strategies of automobile exports.