Research On Marketing Strategy Optimization Of New Energy Vehicles M

China’ s automobile manufacturing industry has started since the founding of the People’s Republic of China.In the 1990 s,in order to promote the development of the automobile industry,the country opened up the industry,and a large number of foreign brands and domestic brands established joint ventures,including Chang’ an Automobile,FAW Group,GAC Group and many other leaders.But even after years of development,China’s automobile industry still has a huge gap with the international advanced level.However,with the promotion of the goal of Mrbon neutral and Mrbon peak,the development of battery technology,and the development of intelligent driving,new energy vehicles have helped Chinese automobile enterprises to achieve curve overtaking.The leaders are mainly divided into two Mtegories.One is BYD,which has a deep moat in battery technology,and is currently the leader in global electric vehicle sales;The other is a lot of new Mr making forces,such as Ideal,Weilai,Xiaopeng Tesla,etc.The vast number of traditional automobile enterprises,however,are facing the dilemma of unknown future.Their perennial accumulation in oil vehicles requires them to bear higher opportunity costs.In the early days of the development of electric vehicles,most of them chose to release hybrid models or directly change oil to electricity for oil vehicles.However,with the tightening of policies such as subsidies and electric license plates,their recognition at the sales terminals is not high.With the development of the trend of electrifi Mtion,many domestic traditional automobile enterprises will choose to incubate a new electric brand,such as Geely’s Jikrypton,Dongfeng’s Landu,Great Wall’s Salon,SAIC’s Zhiji,Feifan,etc.However,due to the differences in brand strength and technology,the development of these brands is uneven,while Japanese enterprises choose to take the sword to develop hydrogen energy vehicles and want to overtake at corners,In the old era,the traditional Mr enterprises with huge advantages,how to adapt to the tide of the new era,realize their own brand transformation,walk out of the road of differentiation,and test the marketing level of managers.This paper takes M Automobile,a traditional automobile enterprise,as the research object.First,it introduces the development process of the company,and analyzes the reasons and characteristics of M’s success through PEST analysis;Next,it introduces how M Automobile has transformed in the era of new energy vehicles,including the creation of the "Avita" brand with Ningde Times and Huawei,and the creation of its own sub brand "Dark Blue".Through SWOT analysis,M Automobile’s strengths and weaknesses in this process,as well as opportunities and threats;The third part will mainly introduce the marketing strategies adopted by M Automobile in developing its own sub brand "Dark Blue".The strategy will be deconstructed and analyzed through4 Ps theory,and the marketing effect of Dark Blue brand will be analyzed by combining questionnaires and interviews,and its shortcomings will be found;Finally,according to the existing problems of M Automobile,the optimization design scheme is proposed to improve the effect of enterprise brand transformation.The purpose of this paper is to conduct research through M automobile,which has been successfully transformed among traditional automobile enterprises.I hope to summarize the successful marketing experience of M automobile transformation,and provide reference for other traditional automobile enterprises in the painful period of transformation.