Research On Marketing Strategies Optimization In Europe Of SC New Energy Vehicle Charger Company

At present,the environmental pollution and energy shortage have become huge challenges for the automotive industry.The international community is increasingly aware of the urgency of developing Electric Vehicles.The development of electric vehicle supply equipment has promoted the prosperity of the electric vehicle industry.The Electric Vehicle Supply Equipment,with one end connected to the power grid,and the other connected to the new energy vehicle,is a charging equipment for electric vehicles.SC Company is a manufacturer of Electric Vehicle Supply Equipment.After becoming a leading enterprise in China,SC Company is developing the European market.This paper introduces SC company’s current business status and the European market information.Based on 4Ps theory,qualitative analysis is used to analyze the problems of SC company’s European marketing strategy,which include: limited products for European client,inflexible pricing strategy in European market,poor after-sales services in European channels,and poor promotion effect in European market.After that,based on 4V theory,quantitative analysis is used to deeply explore the reasons behind the problems,which include the products in the European market haven’t implemented the differentiation strategy,the product prices in the European market haven’t been set based on diversified functions,the added value of the services hasn’t been paid attention to,and the promotion has not resonated with European customers.Finally,considering the real situation of SC company,STP theory is used to reposition SC company’s target customers,and adopt 4V theory to design a set of European marketing strategy optimization plan for SC company,including adopting differentiated strategies,determining price based on product functions,improving the service system,increasing the added value of services,and strengthening promotion to achieve resonance with European customers.The European marketing optimization strategy written in this paper will be able to solve the problems faced by SC company in the European market.In the meanwhile,this paper can also solve the similar problems of other companies in the same industry who expand from the domestic market to the European market.