Yuanan Dikun New Energy Automobile Marketing Strategy Research

With the increasing importance of the energy crisis and environmental protection increased, all the countries in the world are developing cars that run on new energy, especially China, has put new energy vehicles as one of the strategic development goals. However, the new energy automobile as a subversive products, there is great difference with traditional products. Whether the product characteristics, or marketing mode, new energy vehicles have a difference with the traditional fuel vehicles greatly. Although, Chinese government is committed to the development of new energy automotive industry, vigorously promote the new energy vehicles, but more is to promote administrative order, lack of market-oriented, marketing mode and strategy of mature.Since China’s reform and opening up, through the introduction of foreign capital enterprises, the establishment of the joint venture brand automobile production and sales of industrial chain, from the world advanced automobile marketing theory and model, and actively applied to the practice, obtained better economic returns and benefits. However, in the new energy automotive marketing and promotion, because no reference, therefore, study the marketing pattern and strategy of the new energy vehicle is still in a blank state.This paper intends to draw some domestic and foreign automobile marketing theory, the corresponding research methods from market oriented perspective, understanding, analysis and solve the marketing strategies and models of new energy vehicles. This research not only has theoretical significance on the new energy automotive marketing, but also has a certain academic value to the modern marketing theory development and progress.Structure is divided into four parts, the first is the research purpose and significance of this paper, followed by the review of the theory of marketing, and then to yunnan dikun promotion of new energy vehicles case analysis, through the success of individual behavior, find out the new energy automobile marketing is facing on the environment and resources of the restricting and promoting factors, combined with the marketing theory, summarize the new energy automobile marketing regularity, put forward to improve consumer perception, the new energy automotive product diversification, intensify policy support, perfect after-sales service, facilities and improve and innovative financial support measures and Suggestions.