Research On Marketing Strategy Optimization Of Chongqing BC Corporation New Energy Vehicles

Statistics in 2020 show that China’s dependence on foreign crude oil has reached75%.In order to fully guarantee China’s energy security,the government work report in2021 clearly pointed out that efforts should be made to build an all-round coal,electricity,oil and gas system.At present,a few countries in the world control the pricing power of crude oil,and these countries earn high profits by manipulating the price of crude oil.Therefore,an important purpose of developing new energy vehicles in China is to pave the way for the next industrial revolution.At the same time,the development of new energy vehicles can provide a positive impetus for the sustained and rapid development of domestic industry.Therefore,it is of great significance to study new energy vehicles.Chongqing BC New Energy Vehicle Company is striving to explore marketing strategies in this context.Based on this,this article uses the PEST analysis method to study the business situation of Chongqing BC New Energy Vehicle from four perspectives:macro,political,legal,cultural,and technical.After,use the micro environment to analyze the marketing supplies,consumers,potential threats and competitors,etc.of Chongqing BC new energy vehicles,and conduct SWOT analysis on the internal advantages and disadvantages,opportunities and threats that will be encountered externally.Then analyze the marketing strategies from market segmentation,target market and market positioning.Formulate optimization marketing strategies based on product and marketing channels,prices and promotion strategies,and propose targeted strategies.The company needs to create personalized products to meet the diversified needs of customers,so that the company’s influence on the brand can be continuously improved,promote products that meet the market needs,make their types and marketing channels more diversified and rich,and increase prices based on improving product quality,better carry out advertising and promotion activities,and increase the training of talents,provide strong guarantee on human resources.Through the analysis of this paper,the problem with Chongqing BC in the new energy vehicle industry is: insufficient core competitiveness of products;lack of price elasticity;lack of innovation in marketing channels;low promotion accuracy and passivity;the after-sales service is not sound.The product strategy of Chongqing BC new energy vehicles is: to enhance the competitiveness of existing products;add subdivided models;new energy automobile industry chain extension products.The price strategy is:value chain cost differentiation strategy;product differentiation strategy;sales model strategy.Channel strategy: omni channel strategy for consumers;optimize marketing channels;reform the traditional channel governance model.The promotion strategies are:defining the basic objectives of the promotion activities;realize the accuracy of the promotion plan;strengthen the evaluation and feedback of promotion effect.The aftersales service system includes: improving the organizational structure of after-sales service;improve after-sales service concept;improve the quality of after-sales service.The implementation guarantee is: optimize the marketing organization structure;strengthen the construction of marketing team;build a precision and complete marketing information management system.