A Study On Marketing Strategy Of Electric Vehicle Of Company A

Encountering financial crisis, the sharp fluctuation of the international oil price at a high level and increasingly severe pressure of energy conservation and emissions reduction since2008, Chinese automobile industry has entered into the new energy transitional period, the development of electric vehicle has become a technical route of realizing the transportation energy transition, the electric vehicle industry in China has gradually entered into a new stage of rapid development. Our government has issued the development strategy of electric vehicle, in turn, national planning, pointed out the direction for the electric vehicle industry development; In addition, the government has also strengthened the support for electric vehicle.This paper analyzes the present situation and problems of domestic electric vehicle industry. Firstly, this paper conducts the macro market environment at home and abroad of the electric vehicle industry by using PEST analysis; Secondly, analyzes deeply from the perspective of industry chain; lastly, based on Michael Porter’s Five Forces Model, this paper analyzes the industry environment faced by electric vehicle industry, and analyzes the market situation and industry environment with the reality of company A.This paper determines the marketing objectives of the company’s electric vehicle through the market segmentation, target market selection, product positioning, which is mainly the field of public transportation, supplemented by the field of private vehicle; And provides the company with market strategy for its rapid development through the product strategy, price strategy, channel strategy and promotion strategy. Finally gives the solutions from enforcing quality management, building the corporate culture which copes with the sales strategy, improving human resource management and continuous improvement of service, to ensure the successful implementation of marketing goals.