The Marketing Strategy Research On Highpower’s Automobile Power Battery

In the past few years, China’s environmental problem become very serious. The primary reason for such fog and haze weather is the bad quality vehicle gasoline emission cause heavily PM 2.5,which raises public concerns about energy saving and environmental protection.in order to improve the situation,the national environmental department issued a series of policies and measures to improve our living condition, one of which is to popularize new energy cars. With the growth sales of new energy car, the sales volume for those related batteries is also rising sharply.HIGHPOWER company make the best use of this circumstance to seize all available opportunities to expand it’ s battery market share.The fundamental purpose of this study is to analyze how to occupy and expand this battery market rapidly.In this paper, HIGHPOWER company is selected as the analysis object. With the help from HIGHPOWER company,I can got sufficient date from HIGHPOWER company, I also took deep investigation in HIGHPOWER company, as well as combine related marketing theory,business strategy and empirical analysis method. this paper aims to find a suitable marketing strategy for the entire automobile power battery industry through the analysis and discussion from the case of HIGHPOWER company so as to find a normal fit mode for the battery industry.In the beginning of this paper, it introduces HIGHPOWER’s development status, internal and external factors to effect company’s operation, summary for existing market defective strategy and current problems. secondly, it carry a deeply analysis about HIGHPOWER’s entire external and internal marketing environment,on the basis of SWOT analysis method, it figures out HIGHPOWER’s existing and potential opportunities and threats,strengths and weaknesses, which summed up the company’s basic marketing strategy. In order to eliminate the error of system analysis, this paper contrast analysis on the specific target market to adjust previous indefinite market positioning. The author use STP theory to make a market segment to make a suitable marketing strategy for HIGHPOWER, according to 4Ps and 4Cs etc marketing theory make an effective demonstration. Finally a set of perfect safeguard mechanism is proposed in order to make the above method into full use and improve enterprise’ management and sales so that it can minimize the negative impact of the internal and external factors on the marketing strategy and make a best condition for strategy’s realization.The paper also analyze the influence factors of enterprise marketing strategy formulation and the corresponding safeguard measures on the basis of a large number of cases to ensure thescientific results and effective strategy. It can not only improve battery enterprises’ marketing level such as HIGHPOWER, but also can improve other automobile power battery industry’s management level.