Research On Product Marketing Strategy Of CATL Power Battery Company

In recent days,we have paid more attention to environment issue since the environment becoming worse.Whereas the main reason that cause the haze is the PM2.5 of tail gas coming from gasoline vehicle.But currently,the quality of domestic gasoline is unqualified,restricted by technology,policy and many other reasons,which is unchangeable in short-term.In order to improve the situation,our government has released a series of environmental policy and regulation measure,one of which is to popularized new power vehicle and reduce the tail gasoline through using clean energy.Meanwhile,with the technology revolution of new power,LFP battery have an extraordinary application performance,whose industrial is gradually becoming mature and cause a worldwide investment wave in this business.Besides,with the government subsidy policy,new power vehicle has drew domestic customers' favor,the shipment of vehicle power battery is skyrocketing.CATL,as the No.1 of power battery industry,How to span its market share and build outstanding Chinese vehicle power battery band is the research purpose of this paper.This paper starts from the opportunity that new energy power industry facing under a good marketing situation,demonstrate the revolution and progress of this industry.Using marketing theory and SWOT theory analyze the industry feature and product marketing trend under strategic transformation period,summarized the strategic choices,goal and marketing mix of different companies in this industry through the inside and outside situation of the company.Combining the reality of CATL power battery company,using multiple-dimensional comprehensive marketing strategy theory to state Modular marketing strategy,which is China new power battery companies should follow the industrial revolution closely,seize the opportunity of technology industrialization and government supportive policy.Innovating marketing idea,adjusting direction,using comprehensive application of internet,TV,etc.media,exhibition,traditional newspaper and direct-selling,such kind of combined strategies,which are all beneficial for CATL company to adjust and innovate product marketing strategy so that CATL can make move ahead of competitors and achieve more performance.I worked for CATL as a Marketing and Sales Department member,combining the company actual situation and ideas come from my practice,hoping to offer helpful proposal based on scientific research.In order to steady the market position of CATL and gain more market share,meanwhile,make self-contribution in the Chinese No.1 new energy vehicle power battery branding.