| After more than 20 years of development,under the full support of national strategies and policies,China’s new energy automobile industry has shifted from the initial policy support to a high-speed development stage driven by both market and policy.The production and sales volume of new energy automobiles have ranked first in the world for eight consecutive years.At the same time,the development of the industry is also accelerating from "electrification" to "intelligent and networked".The era of automobile electrification,networked and intelligent integration is fully opened,and the related technology and intelligent configuration are increasingly becoming the core needs of consumers to buy high-end intelligent electric vehicles.Although China’s new energy vehicle market has a good prospect,has a leading advantage in the industrial chain,industrial scale and the core technology of three electric vehicles,and dominates 60% of the global share of electric vehicles,a strong overall market does not mean that independent brands have a good overall development,in fact,the polarization is very seriously.In the face of increasingly fierce competition,more and more Chinese new energy vehicle enterprises continue to impact the brand upward and high-end,in order to cope with the upheaval of the industry pattern.Therefore,on the basis of establishing brand alliance with Huawei,A leading ICT enterprise,Celis Automobile(formerly Xiaokang Group)launched a new high-end brand A of new energy vehicles.Born with A "golden spoon",A has also become the fastest growing brand in the new energy vehicle market,bringing a lot of surprises to the market and users.However,Brand A has been established for less than two years,and its models are selling well,but there are still many problems.This paper hopes to help brand A establish sustainable competitive advantages and become a strong brand in China’s new energy vehicle market through scientific and effective brand marketing strategy analysis.In this research,PEST and five forces model are used to analyze the macro-environment and industry environment of China’s new energy vehicles.Starting from the current marketing situation of A brand,the brand equity model is used to analyze and summarize the existing problems of A brand marketing,which are mainly reflected in the lower dependence on resources of both parties in the alliance,the failure of A brand to gain popularity in the wide market,and the mismatch between brand performance and image.The excessive emphasis on the application of Huawei software technology in brand promotion leads to the lack of security,low trust,product homogeneity and users’ insufficient perception of high-end after-sales service.It can be concluded that brand A has certain problems in brand identification,brand connotation,brand reaction and brand relationship,especially in brand connotation.Therefore,based on the existing main problems of brand A,combined with market research and user interviews,this paper puts forward optimization suggestions for brand A’s marketing strategy.In terms of brand identification,resources of War League members should be deeply tied to improve brand awareness;In terms of brand connotation,the misalignment of brand performance and image should be corrected,and the advantages of both parties should be combined to optimize product layout and enhance product strength.In terms of brand response,it should give full play to the advantages of both parties in pre-sale and after-sale,comprehensively improve brand experience,strengthen users’ service perception of the full life cycle of vehicles,so as to form the resonance between users and the brand,build the long-term competitive advantage of brand A,and become the leading brand among high-end brands of new energy vehicles in China.We also hope to help traditional auto enterprises like Celis to successfully transform and grow in the "New Four Modernizations"... |
