Research On E-Series Cars’marketing Strategy Of ZL New Enery Vehicle Company

The sustainable development strategy has brought new ideas to the environmental protection work and energy industry innovation of all countries in the world.Traditional fuel vehicles have also been greatly impacted after the emergence of various new energy vehicles,resulting in a continuous decline in their market share.More automobile companies will join the new energy automobile industry,and they will pay more attention to the innovation and application of new energy technologies in the future.This will lead to an increasingly fierce competitive environment in the new energy automobile market,showing significant buyer market characteristics and increasing the business risks of automobile manufacturers.Objectively while maintaining their own technological and product innovation capabilities,they also need to ensure scientific marketing strategies.Marketing innovation and technological innovation will be of equal importance.This study specifically selects ZL automobile manufacturers as empirical samples,takes4 Ps,STP and other theoretical viewpoints as scientific guidance,and uses analysis tools such as PEST and Porter’s Five Forces to analyze the internal and external marketing environment of ZL New Energy Automobile Company’s E-series cars.In view of the environment faced by ZL New Energy Automobile Company’s E-series cars marketing,it has formulated corresponding marketing strategy optimization measures.Through the analysis of this thesis,it is suggested that ZL New Energy Automobile Company’s E-series cars should develop and supply differentiated automotive products in response to the demand for differentiated products in the three subdivided target markets of low-end consumption market,middle-end consumption market,and high-end consumption market.Each target market’s products demand has different market positioning.This thesis suggests that EU5 products should be positioned as the leader in the mid-range product market.Based on 4Ps theory,this proposes product strategy from three aspects of clarifying brand positioning,realizing product differentiation and providing product additional services.From the perspective of customer-oriented pricing in low-end consumption market,cost oriented pricing in middle-end consumption market,competition oriented pricing in high-end consumption market.This thesis proposes the optimization measures of channel strategy from two aspects of urban dealer channel and Internet channel.This thesis puts forward the optimization strategy of promotion strategy from the whole life cycle of car viewing,car purchase,car use,repurchase / recommended purchase.In short,through the research of this thesis,on the one hand,it is to improve the marketing level of new energy vehicles of ZL New Energy Automobile Company,further improve its competitiveness of the market,and provide theoretical suggestions for its sustainable development,on the other hand,it also provides marketing models for other similar automobile manufacturers in my country.The innovation provides valuable reference and guidance.