Research On JL New Energy Vehicle Marketing Strategy

If traditional energy sources such as oil continue to maintain the current high consumption,environmental pollution will be further aggravated.The development of new energy vehicles is at the right time,catering to the domestic green development concept.At the same time,having the advantages of Government policy and social capital support,it is bound to become an economic booster which attracts attention at home and abroad.However,since the state released its signal of adjustment in the subsidy policy for the development of the new energy vehicle industry,the government support funds have changed from direct subsidies to infrastructure construction,which to a certain extent has reduced the enthusiasm of consumers to buy new energy vehicles.The overall development of the new energy vehicle industry thus has slowed down.slow.Shifting the growth momentum from the support of government subsidies to the technological progress is the key problem that needs to be solved urgently in new energy automobile enterprises.On the basis of literature review and questionnaire survey results,this article uses SWOT to analyze the advantages and disadvantages of JL new energy vehicles in market competition,as well as the opportunities and challenges they face.Using STP,it analyzes the market segmentation,target market,and market positioning of JL new energy vehicles in market competition,and finds that the market environment they face is extremely fierce,and that at the current stage,it has problems such as insufficient core competitiveness of products,limited space for price selection,marketing channels to be expanded,too single promotion strategy,and imperfect after-sales service system.In view of the current problems,this paper mainly starts from the aspects of product strategy,price strategy,channel strategy,promotion strategy and after-sales strategy,optimizing the marketing strategy of JL new energy vehicles.It focuses on solving the current problems,and puts forward the safeguard measures required for the marketing implementation of JL new energy vehicles,so as to promote the sustainable and healthy development of JL new energy vehicles.