Porsche Marketing Strategy Of New Energy Vehicles In China Under The Low-carbon Green Background

New energy because of its wide distribution, clean and efficient characteristics, and are collectively referred to as green energy, alternative energy or clean energy.New energy vehicles refers to the use of unconventional vehicle fuel as a power source, power control and drive technology combines aspects of advanced vehicles, the principle of the formation of advanced technology, with new technology, the new structure of the car.2014, the State Council issued the "Guiding Opinions on Accelerating promote the use of new energy vehicles," are exempt from the relevant departments issued a vehicle purchase, charging facilities reward, promotion publicity case, a series of policy measures and other government agenc ies purchase, boosted the confidence of the automotive industry to develop new energy vehicles.This paper takes a Porsche for the study of new energy vehicles, from the global low-carbon green background, trends and development of new energy vehicles start.Focus on new energy vehicles in China Porsche business environment is analyzed, and then combined diamond model, the competitive environment for imported luxury new energy automotive industry conducted a detailed analysis of selected BMW i8 and Tesla as competing models right, analysis Porsche new energy vehicles share.Then, regression models to explore the factors affecting new energy vehicles in China, Porsche sales.Finally, 4P marketing mix strategy, product, price, distribution, promotion in four aspects, an improved orientation of new energy vehicles in China Porsche marketing strategy, for example, to enhance technology investments and realize the ultimate plug- in hybrid technology to pure excessive electric technology; expansion of new energy products models; strengthen the government’s public relations, from the perspective of brand and price subsidies for more concessions; accelerate the construction of a network of distribution channels; increase of new energy vehicles propaganda, product innovation and consumer experience to boot.