Research On Marketing Strategy Optimization Of New Energy Vehicles Of X Company

In recent years,as the new round of scientific and technological revolution and industrial reform is rising,the formal implementation of "double carbon" policy,our country’s new energy automobile industry has entered the stage of rapid development.The new energy automobile industry has received great attention from related investors,and a large number of enterprises have joined the new energy automobile circuit.With the official withdrawal of the state car subsidies,the competitive pressure within the industry has been greatly increased.In the face of fierce competition,although the new forces have the first-mover advantage,as many traditional automobile enterprises continue to increase investment in the new energy automobile industry,the first-mover advantage is gradually disappearing.How to improve their competitiveness and seize more market shares in the "war" industry competition is the focus of such enterprises.This thesis chooses X Company,a car maker,as the research object.First of all,PEST model,Porter’s Five Forces model and SWOT analysis method are used to study its current marketing environment.Secondly,based on 7Ps marketing theory,an in-depth analysis is carried out on X Company’s current marketing strategy of new energy vehicles.Then,based on 7Ps marketing theory,7 dimensions such as product,price,channel,promotion,personnel,tangible display and service process are introduced.Design questionnaires,issue and recycle questionnaires,combine the results of questionnaire survey on consumers and the results of comparison and analysis with competitors in the industry,and find the existing problems in X Company’s marketing strategy of new energy vehicles through comprehensive analysis.Such as lack of product competitiveness,lack of competitiveness in pricing,low market coverage of store channels,single promotion means,staff service attitude to be improved,lack of decoration design features of stores,service process has not been unified and standardized,resulting in weak overall sales growth.Finally,from the perspective of 7Ps marketing theory,combined with existing problems corresponding to the proposed: targeted research and development of new products,continuation of product competitiveness;Combine the competition orientation,continuously improve the dynamic pricing strategy;Reasonably increase channel sinking efforts to improve the market coverage of store channels;Rich promotion means;Enhance staff’s service awareness and attitude;Improve store decoration style;User-centered,unified standard service process and other marketing strategy optimization suggestions.The research in this thesis can provide reference value for X Company’s marketing strategy of new energy vehicles,and also give some enlightenment to other relevant automobile enterprises.