Study On Electric Vehicle Marketing Strategy Of BAIC BJEV

The problem of the shortage of oil resources long-standing in our country, with the rapid economic and social development of China, but also to the environment serious pollution. The traditional internal combustion engine automobile dependence on oil, the pollution of the environment, it is difficult to adapt to the development of the times. Therefore, new energy vehicle has become a new focus of countries all over the world and to research and development, strive to realize industrialization development at an early date, bring new opportunities for new energy automobile enterprises, to replace the original engine car.Recently, new energy vehicles are set off a nationwide upsurge of hitherto unknown, the relevant state departments recently jointly issued the "notice" on developing private purchase of new energy vehicle subsidy pilot, not only subsidies is rather large, but also for the first time clearly subsidy object, related standard and the pilot city of national development, shows the determination of new energy vehicles.We are lucky. We have experienced the traditional automobile high speed development period of ten years together, from buying a car as a luxury to a wide variety of cars to enter the family now. Now, Beijing car city will lead Chinese cars into the new energy automobile era, Beijing car consumers will take the lead in the coming of a new era of automobile. "Work program" 2013-2017 year Beijing vehicle emission pollution control task breakdown sheet released last October 4th. From 2014 onwards, the car Yaohao indicators of 240000 a year will shrink by nearly 4 into a motor vehicle, configuration index into 150000 units, and the ratio of different types of vehicles will change. The new energy vehicles, the ratio increased year by year, from 20000 a year initial gradually increased to 60000 a year. The next 4 years, the number of new energy car Yaohao will be 20000, 30000, 60000 and 60000.In this paper, the theory of multiple life cycle, marketing and strategic management based on the deep analysis of Beiqi, new energy automobile company environment, such as the external political environment, competition environment, economic environment, technology environment, social environment and internal environment, situation analysis framework to model as the core, set out the opportunities and the crisis it faced, analysis draw the strong points and short board, the characteristics of electric vehicle are analyzed, in order to improve the competitiveness of the guidance, revolves around the life cycle, the business strategy formulation. The use of statistical model, market assessment, market segmentation and selection and market positioning, planning, and according to the characteristics of life cycle, make the feasible marketing strategy, and strengthen the implementation of reasonable combination effect. Finally, a comprehensive analysis of the risk existing in every aspect is, put forward the corresponding measures, escort business development.