Research On Brand Marketing Strategy Of X New Energy Vehicle

In recent years,countries have consumed fossil fuels dominated by oil too quickly,resulting in severe energy shortages and severe environmental pollution.China has a high degree of dependence on foreign oil,and it is beneficial to achieve sustainable development through energy conservation and emission reduction as much as possible.New energy vehicles,mainly electric vehicles,have emerged as the times require.The new energy vehicle industry driven by policies has given birth to a group of young car companies.However,emerging car companies have gradually exposed issues such as the volatility of the epidemic in the past three years and the lack of supply of components,which have led to unclear brand positioning and a lack of recognition of brand personality.This has led to poor market sales and prolonged sluggish performance,making it difficult for car companies to achieve their profit goals.Therefore,reshaping brand marketing is the most important aspect for new car companies at present.Accurately positioning the brand and implementing practical and feasible brand marketing strategies are also the key to obtaining competitive advantages in the new energy vehicle market.This thesis adopts literature research method,case analysis method,and questionnaire survey method to conduct in-depth analysis on the marketing of X new energy vehicle brand.According to the basic theory of marketing,PEST model and Porter’s "Five Forces" model are used to study the macro and micro environment in which automobile enterprises are located.Combined with the actual situation of automobile enterprises,the following problems of brand marketing are summarized: unclear brand positioning,lack of recognition of brand personality,convergence of brand communication channels,single brand sales strategy,and insufficient brand management ability.Analyze the causes of the above problems,use STP theory to further subdivide its market,adjust the target population of X new energy vehicles,and give four strategies to deal with brand personality,brand communication,brand sales,and brand management.From the perspective of car company managers,we will take measures to ensure the implementation of brand marketing strategies from five aspects: funds,personnel,culture,quality,and technology.This thesis provides corresponding strategies for brand marketing of X new energy vehicles in the future,guiding car companies to gradually enhance their brand competitiveness and thereby increase X new energy vehicle sales.