| With the acceleration of global energy consumption,environmental pollution is becoming more and more serious at present.As the country with the largest oil import volume in the world,research on new energy is an efficient way for China to achieve sustainable development.In addition,with the steady growth of China’s economy,the sales of fuel vehicles in the country have also increased year by year,and then serious exhaust pollution has followed.Therefore,the development of new energy vehicles is an inevitable trend.Due to the impact of the new crown virus,the economic downturn has affected people’s enthusiasm for buying new cars to a certain extent.At the same time,the government is constantly adjusting the preferential policies for new energy vehicles,aiming to allow them to accept the test of the market,so as to optimize their own products and services and enable them to develop steadily.As a result,how to stand out and achieve stable and strong long-term development is a problem that domestic new energy vehicle companies need to solve urgently.This thesis takes Geely new energy vehicles as the research object,and through the comprehensive use of various analysis tools,deeply discusses Geely’s current marketing environment.Research the current difficulties they are facing and their own advantages from a macro and micro perspective,ensuring a more comprehensive analysis of its current marketing environment.On the basis of understanding the marketing environment of Geely’s new energy vehicles,this thesis uses questionnaires to realize its marketing status.Combining the results of literature review and questionnaire survey,it is found that the current market competition is very fierce.And there are various problems that need to be solved,such as no obvious product features,slow introduction of new products,insufficient core technology,low brand awareness,and poor promotional effects.Therefore,it is necessary to formulate corresponding countermeasures in terms of products,prices,and marketing models by segmenting the market and combining problems.This enables Geely to develop stably in the new energy vehicle industry for a long time. |
