Study On Dynamic Marketing Strategy For Baoya New Energy Vehicle Co., Ltd.

After a series of trial operations, Chinese government has made the subsidy policy for electric vehicle, the State Grid of China and other power companies have been building electric vehicle charging equipments stations in largely, and people have begun to buy electric vehicles. 2010 can be named the First Year of the Chinese electric vehicles market. While the electric vehicles come to the market, studying the marketing strategy of this product would promote the sales and market acceptance.After visiting and researching most of the major electric vehicles resellers in Shandong Province, this paper analyzed them in the views of marketing, strategic management, life-cycle theory in addition with the changing external and internal business environment to point out some key factors affecting the life cycle of the electric vehicles. Then with the life-cycle approach this paper proposed a series of solutions including dynamic marketing strategy, marketing mix strategy, risk control system of the marketing strategies and expressed opinion on the further studies.The creative side of this paper is to use multiple theories and PEST, SWOT, Five Forces Model, EFE, IEF along with other strategic tools to study the booming electric vehicle industry in China. This analysis have improved the accuracy and feasibility of the research in this area, in the same time, the dynamic marketing strategy, marketing mix strategy and risk control Mechanism of the marketing strategies in this paper are more practical for the development of electric vehicle companies.This paper have pointed out that there is a low-end market for the electric vehicles, Companies can make relevant marketing strategies according to their own situations. This paper studied the electric vehicles in a detailed way and compared the marketing channels of oil-fueled automobiles and electric vehicles, analyzed the online promotion of the electric vehicles, and proposed some fresh perspectives and new ways of the marketing strategy and marketing channel of the electric vehicles, at last also made some prospective study on the online marketing of the electric vehicles.