Automotive Marketing Strategy Of China's New Energy

In recent years, environmental pollution, energy crisis, traffic congestion, the highaccident rateand a series of problemsgenerated bytraditional auto industry, many car companiesencoun tered developmentbottlenecks. Newenergy vehiclesfor itssignificant a dvantages of energy savingmore and moreglobal attentionand attention. In recent years, environmental protection andconventional energysupply has becometightin the background, China began topromotenewenergy vehicles. BAICIn this context, in2009the establishment of Beiqinewenergy vehicles, intended in a good policy environment, development of new energyvehicles.This paper analyzes the Beiqi new energy automobile company internal and external environment. Wherein the external environment including industry environment, the macro external environment, inside a SWOT analysis, and draw the appropriate combination of strategic advice. Secondly, through the purchase of new energy vehicles on the influence factors and consumer survey results were analyzed using STP analysis of the new energy vehicle market is broken down, and then the main Beiqi new energy automotive products in the market-products match and get out of the positioning of each market, and ultimately come to differentiated marketing strategy programs. Then for differentiated marketing strategy 4P analysis of the corresponding strategies. Finally, the main method to protect the marketing strategy implementation.It aims to find the target market Beiqi new energy vehicles to find differentiated marketing strategy, and the implementation of targeted 4P marketing strategy to increase market share Beiqi new energy vehicles. This has significance for the realization of the establishment of the Beijing auto brand development of new energy vehicles.