| Customer satisfaction is an important influencing factor for consumer repeat purchases and customer loyalty,and is the key to determining a company’s market share and competitive advantage.It is conducive to the achievement of a company’s business performance and strategic goals.BYD is a leading enterprise in the domestic new energy vehicle industry,with more than 20 years of deep cultivation in the automotive industry and an early layout of the new energy vehicle market,making it a stable pioneer and leader in the new energy vehicle industry.With the gradual saturation of the new energy vehicle market and the transition from an incremental market to a stock market,industry competition has become increasingly incentivized,and the game between new energy vehicle enterprises has intensified.As a leading enterprise,BYD needs to continuously accumulate its own advantages,obtain customer satisfaction and loyalty in order to stabilize or enhance its position in the future market.Whether marketing activities can capture the hearts of customers is an important criterion for the effectiveness of enterprise marketing,and also an important aspect for enterprises to gain market competitive advantages.BYD still has certain shortcomings and optimization space in terms of product intelligence,price positioning,channel construction,and promotional activities.In the increasingly fierce competition,it needs to face and optimize these shortcomings in order to continue to extend its competitive advantage.This study aims to analyze the shortcomings and corresponding optimization strategies of BYD’s4P marketing strategy for new energy vehicles from the perspective of customer satisfaction.Based on the above research purposes,this paper mainly carried out the following studies:(1)The literature research method was used to sort out the current domestic and foreign research on new energy vehicle marketing and customer satisfaction,clarify the core concepts of automobile marketing and customer satisfaction,and collate the 4P theory of market marketing mix and customer satisfaction theory,laying a solid theoretical foundation for subsequent research.(2)We have organized the historical evolution,current development scale,and current situation of BYD,and summarized its specific marketing measures in terms of products,prices,channels,and promotions,as well as potential shortcomings and problems.(3)According to the customer satisfaction theory and 4P marketing mix theory,combined with the marketing analysis of BYD new energy vehicles,the satisfaction evaluation system of BYD new energy vehicles was constructed and the customer satisfaction evaluation questionnaire was prepared.Secondly,this article obtained satisfaction evaluations from 123 BYD customers through the distribution of survey questionnaires.SPSS was used to test the reliability and validity of the collected data to ensure the validity of the questionnaire.Factor analysis was used to calculate the weights of each primary and secondary indicator,and based on the satisfaction scores,the overall satisfaction of customers with BYD new energy vehicles and their satisfaction in the four dimensions of product,price,channel,and promotion were finally calculated.At the same time,based on data statistics,further analyze BYD’s satisfaction evaluation and its reasons in the 4P dimension.Finally,analyze the importance satisfaction model to identify the current strengths,weaknesses,opportunities,and response factors of BYD’s new energy vehicles.(4)Based on data statistics and research analysis on customer satisfaction of BYD’s new energy vehicles,combined with BYD’s actual operation situation,this article proposes marketing optimization strategies from four dimensions:product,price,channel,and promotion to improve customer satisfaction.It also proposes guarantee measures for the implementation of marketing optimization strategies from the perspectives of corporate culture,digital information construction,institutional system,and human resources. |
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