Research On Marketing Strategy Of Han New Energy Vehicle Of BYD Automobile Company

With the strong support of the government and the encouragement of new energy industry policies,Chinese new energy vehicle industry has made great progress,and its sales volume has also increased significantly,driving the development of relevant industrial chains.However,due to the slow construction of charging infrastructure of new energy vehicles,the problems of using mileage,safety and high battery cost have not been fundamentally solved,resulting in low sales and low market share of new energy vehicles.Especially in 2020,the automobile industry was hit by the double pressure of the economic downturn and the influence of COVID-19.The new energy vehicle is the first to bear the brunt.In this new era and situation,new energy vehicle enterprises are facing great difficulties and challenges,and their development strategy and marketing mode need to be adjusted in time.BYD automobile company is in a leading position among China’s new energy vehicle manufacturers.Han new energy vehicle is a flagship car launched by BYD.Its monthly sales exceeded 10,000 and ranked among the top ten new energy sales rankings.It can compare with Model 3.However,from the perspective of long-term trends,Model 3 still has the highest market share of its competitors,with a share of 61.7%.Through the analysis of its marketing status,it is found that there are problems such as lack of characteristic supporting services,unclear product positioning and outdated marketing models.The above problems have severely restricted the continued good market performance of BYD Automobile Company’s Han New Energy Vehicle.In this context,this article takes BYD Automobile Company’s Han New Energy Vehicle as the research object.According to BYD current market situation,through SWOT analysis of BYD Han New Energy Vehicles,combined with 6P marketing theory,analysis of the problems in BYD Han New Energy Vehicle’s marketing strategy,combined with company strategy and the current operating conditions,replan the product strategy,price strategy,channel strategy,promotion strategy,public relations strategy,and political power strategy,and propose the overall marketing strategy plan for BYD Han New Energy Vehicle.In terms of product strategy,the scheme of intelligent upgrading of vehicles is put forward.In terms of price strategy,the cost-oriented pricing method is proposed to further reduce the cost by using self-developed blade batteries.Channel strategy,give priority to the development of brand self-owned stores,gradually control the market price and profits of Han new energy vehicles;In terms of promotion strategy,accurate advertising on multiple media platforms is put forward to strengthen market communication effect.In terms of public relations strategy,the brand power is shaped in the form of special documentary to deepen the outside world’s understanding of the product;On the political power strategy,put forward a four-step promotion strategy.The research of this paper hopes to effectively guide the reasonable positioning of BYD Han new energy vehicles in sales and production,enhance the company’s new energy vehicle research and development,marketing and application,and promote the production and application of other vehicles in new energy vehicles for their reference.