Research On Marketing Strategy Of New Energy Vehicle In Volkswagen

With the depletion of oil resources,the problem of environmental pollution has intensified and become prominent,and the rapid development of China’s economy.New energy has become the focus of the automotive industry.Faced with such factors as lack of energy and excessive emission of carbon dioxide,the development and use of new energy vehicles is already an inevitable goal of future automobile industry development.With its advantages of energy saving and environmental protection,Since 1980 s,some developed countries have invested heavily in the research and development of new energy vehicles one after another.China has also listed new energy vehicles as key development projects since the "863" plan.Developing new energy automobile industry is of great significance to promoting green,low-carbon and environmental protection,and an essential path for China to develop from a car powerhouse to a car power;At the same time,since the early days of the development of new energy vehicles,a large number of favorable policies have been introduced to support the development and research of new energy vehicles in China.In 2018 and 2019,China produced and sold more than 1 million new energy cars for the second year in a row,ranking first in the world.In June 2019,the state’s subsidy policy for new energy vehicles declined,in order to improve the high-quality and healthy development of the new energy automobile industry,and the subsidy for new energy vehicles will further decline in 2020.For the development of new energy vehicles put forward higher requirements。In recent years,as the national policy support for new energy vehicles is increasing and the new energy vehicle technology is getting matured,new energy vehicles have ushered in a period of rapid development.Traditional fuel vehicle enterprises have also entered the new energy vehicle industry one after another,and the industry competition is becoming more fierce.In this industry environment,the new energy vehicles of Volkswagen,the leading joint venture of traditional fuel vehicles,has a poor market performance,with main problems of late layout of pure electric products,low brand awareness,high pricing,poor effect of promotion strategy,and incomplete online and offline channels.This paper is intended to solve the existing marketing problems of Volkswagen’s new energy vehicles,so as to formulate a complete marketing strategy,which has strong practical significance for the sales of Volkswagen’s new energy vehicles.In view of the problems existing in the marketing strategy of Volkswagen’s new energy vehicles,this paper analyzes on the macro environment and micro environment.In terms of macro environment,the central and local policy subsidy support has increased in recent years,the economic environment develops towards a better direction,consumers further recognize new energy vehicle products,and new energy technologies have become more and more mature.However,with the decline of subsidies and the intensification of market competition,the new energy vehicle industry is in a critical period of development.In terms of micro environment,Volkswagen adopts a special platform for electric vehicles,accumulating a variety of advanced processes and technologies,with sufficient cash flow and talent reserves.But,under the influence of increasing consumer demand,intensifying constraints on head suppliers and the strong entry of new forces of vehicle manufacturing,Volkswagen’s new energy vehicles occupies a low market share at present.Therefore,Volkswagen should make full use of the advantages like its own brand and channel,and seize the opportunity of vigorous development in the industry.It’s necessary to adopt strategy,avoid its own shortcomings and concentrate more on developing the pure electric vehicle market.Based on STP theory,this paper comprehensively analyzes the market situation of Volkswagen’s new energy vehicles,subdivides the market according to different classification standards,and selects the target market according to consumer demand and internal conditions,so as to determine its positioning in the market.With relevant analysis,this paper puts forward the marketing strategy based on 4P theory.In terms of product strategy,Volkswagen should constantly launch and develop new models,expand the existing product lines,and take the influence and effect of additional services seriously;In terms of price strategy,Volkswagen should take the maximization of both product profit and market share as the target of pricing,and combine with the advantages of various pricing methods based on cost oriented pricing method with comprehensive consideration and reasonable pricing,so as to implement price value strategy;In terms of place strategy,it should improve both online and offline channels.In terms of online channel,it’s necessary to expand Internet sales channels.While for the offline channel,the agency system should be optimized,and the sales model based on Volkswagen should be actively explored to integrate the functions of experience,users and service into a whole;In terms of promotion strategy,Volkswagen’s new energy vehicles should enhance the advertising,attach more importance to relationship marketing and experience marketing,attract consumers with innovative forms like new media,and introduce sales modes like financial leasing;Finally,in terms of various aspects such as infrastructure,funds,organizational system,corporate culture,incentive system,etc.,it’s necessary to do well in the guarantee work of marketing,so as to make the 6P combined marketing strategy work at full capacity.