Research On Marketing Strategy Of New Energy Vehicles Of ZL Automobile Company

With the rapid development of China’s economy,private cars have become the first choice for more and more residents.However,the pollution of automobile exhaust caused by traditional fuel vehicles and the consumption of fossil fuels make them face greater environmental pressure.In particular,the proposal of the "3060" goal has made new energy vehicles,an alternative to fuel vehicles,a new favorite in the market.At the same time,the Chinese government has issued a series of policies to encourage and promote the development of new energy vehicles,and new energy vehicles really enter people’s lives.Thus,more and more automobile manufacturers began to enter this field,increasing the intensity of market competition.Improving their marketing level and obtaining more market opportunities have become an important means for new energy vehicle manufacturers to deal with the current market competition.This paper mainly uses 4Ps and STP marketing related theories to analyze the new energy vehicle marketing strategy of ZL automobile company.At the same time,it uses pest,Porter’s five forces,enterprise internal investigation and other analysis tools and ways to analyze the marketing environment and marketing problems faced by the company.In view of the shortcomings existing in the marketing process of ZL automobile company’s new energy vehicles and the current marketing environment,the corresponding marketing strategy optimization measures are formulated for ZL automobile company.Through the analysis of the current marketing situation of ZL automobile company’s new energy vehicles in this paper,it can be seen that the existing problems are mainly reflected in:the market positioning and target market in STP strategy are not clear,the product is single,and the current competitiveness is insufficient,the control power of the channel is insufficient,the channel exit phenomenon is serious,the brand construction is insufficient and so on.The positive external marketing conditions it faces are:national policy guidance,people’s attention to low-carbon travel,technological progress and large potential market space.The negative conditions are as follows:the fierce competition in the industry is becoming more and more intense,the state begins to reduce the degree of subsidies for new energy vehicles,the bargaining power of suppliers is strong,and the market competition of traditional fuel vehicles.In view of its existing problems and environment,it is suggested that its target market should focus on light frequency,middle-income and practical individual consumers.At the same time,ZL automobile company’s new energy vehicles must adjust the product structure,make accurate market positioning,quickly improve the channel carrying capacity through the development of online channels,direct channels in key regions,diversified innovative marketing means,stimulate consumers’ purchase desire and other marketing optimization measures..In short,through the research of this paper,on the one hand,it is to improve the marketing level of new energy vehicles of ZL automobile company,further improve its market competitiveness and provide theoretical suggestions for its sustainable development;On the other hand,it also provides a theoretical reference for the marketing strategy formulation of new energy vehicles of other companies in China.