Market Conditions And Marketing Strategy Of New Energy Vehicles

Contrast with the high energy consumption and high pollution of the traditional fuel vehicles, new energy vehicles’ environmental burden is small. Combined with the "Internet" environment, new energy automobile with intelligent and humanization is the future direction of the car.However new energy vehicles is "applauded flop", the purpose of this paper aims to identify constraints from consumer perspective of new energy market, and puts forward some countermeasures and suggestions. Firstly, analysis the macro and micro environment of new energy vehicle development, use questionnaire on consumer research, analysis the consumer demand, construct the figure of new energy automotive consumers portrait, find out the potential intention to purchase of new energy automobile cognition. Study finds that consumers who have cars mainly 30 and above, are high-end user groups, low sensitivity to price, like challenges and the experience of new high performance of cars and will to paying the price; and potential consumers are lack of cognition about product, price and other aspects of new energy vehicles.According to the results of the previous analysis combined with the 4C theory framework, this paper from the consumer, cost, convenience, communication four aspects to give countermeasures and suggestions. To consumers, the future of new energy vehicles should not only meet the demand as the tool car, at the same time to connect the convenience of Internet life, so car + Internet is development direction, the future new energy vehicles will achieve intelligent, interconnected; from the cost, the financing lease and lease will reduce the cost of consumer purchase; convenience, allow a variety of charging development model of parallel, use Internet to build charging information service platform; communication, taking the customer as the center, put great importance to the dissemination and marketing experience.