Research On The Marketing Strategy Of Xiaopeng Motors In Guiyan

In recent years,China’s new energy vehicles are playing an increasingly important role in optimizing the domestic carbon emission structure.Since 2016,China’s new energy vehicle industry has entered the stage of industrial development,and the new energy vehicle industry has gradually changed from policy-driven to market-driven.Driven by the market,the sales scale of the new energy vehicle industry has realized explosive growth.In the period of rapid development of China’s new energy automobile industry,a number of new force car-making enterprises represented by "Wei Xiaoli" emerged.Different from traditional automobile enterprises,the new force car-making enterprises focuses on the field of new energy automobiles.Therefore,in the early development of the new energy automobile industry,the market share of the new force car-making enterprises is relatively high.But in the middle and late stages of development,traditional automobile enterprises have laid out the business of new energy automobile sector,therefore the market share of new force car-making enterprises has been greatly reduced.In order to maintain or improve the market share,new force car-making enterprises are faced with the choice of sinking market.In this paper,Xiaopeng Automobile,one of the representative car manufacturers of the new force,is taken as the research object,and Guiyang market is selected as the research scope.Due to the differences between Guiyang City and coastal cities in terms of new energy vehicle policy,charging/electric replacement infrastructure and social environment,the research on the marketing strategy of Xiaopeng Automobile Guiyang market is of reference significance for new force car-making enterprises to explore the sinking market.First of all,PEST and SWOT analysis methods are used to analyze the marketing environment of Xiaopeng new energy vehicles in Guiyang,and it is found that Guiyang new energy vehicles have a good market environment,strong policy support,but fierce competition in the industry.Secondly,after analyzing the marketing status quo of Xiaopeng new energy vehicles in Guiyang,it is found that Xiaopeng new energy vehicles in Guiyang market have such problems as insufficient product competitiveness,inflexibility of selling price,narrow offline sales channels and insufficient after-sales service guarantee.Based on the above problems,Guiyang City does not have the authority to adjust product configuration,price and other aspects,but also needs to consider the adaptability of marketing strategies and the feasibility of implementation.Therefore,this paper,guided by the 4C marketing theory and starting from the needs of customers,puts forward a series of marketing strategies in terms of paying attention to customer needs,reducing customer costs,improving customer convenience and effectively communicating with customers.