Research On The Product Positioning For Automobile Companies In Response To New Energy Transformation

With the rapid development of the new energy vehicle market and the schedule of China's total ban on the sale of fuel-powered vehicles,the new-energy vehicles have had a powerful impact on the traditional fuel-powered vehicles and being gradually replaced by the trend.In 2017,the sales volume of new energy vehicles in the PRC was 777,000 units,up 53.3% over the same period of last year;the total sales volume in the automotive market was 28,878,900 units,with the sales of new energy vehicles accounting for 2.69%.The growth potential of new energy vehicles was huge.Major auto companies have made efforts to develop new energy vehicles market.However,some car companies lack of in-depth product positioning research,ignoring the difference between new energy vehicles and traditional cars,ignoring the users' different value needs of new energy vehicles,resulting in products can't get market recognition.For automobile manufacturers,product positioning plays a strategic and guiding role.By introducing a new energy vehicle that is different from other models and meeting the needs of target consumers,precise product positioning directly determines its market performance Good or bad.The third chapter of this article analyzes the environment of the policy economic environment,the development status of new energy vehicles and the development trend of new energy vehicles,and points out that China's new energy vehicles have entered a period of rapid development.Comparing the product strategy and marketing model of domestic and foreign advanced new energy vehicle companies,and point out that China's new energy vehicle company does not lag behind foreign new energy vehicle companies in terms of technology and product strategy,and it can partially learn from foreign automobile companies in marketing.Chapter 4 analyzes the technical environment of new energy vehicle batteries,the characteristics of target consumer groups,target consumer spending power,and individual consumer demand,and points out that the main potential consumers of new energy are young high-income groups.In the analysis of product positioning,product marketing,and channel construction in conjunction with Tesla's product positioning strategy and marketing strategy case,combined with foreign scholars' theories,such as "positioning communication" and "value positioning",domestic scholars' theories,such as "market segmentation positioning" and " The brand image positioning " and other theories concluded that analyzing the market demand,analyzing the value needs of target consumers,effectively using the “Blue Ocean Strategy”,and performing differentiated product positioning and differentiated brand image marketing are the key to the success of Tesla.Tesla used the "Blue Ocean Strategy" to shape the image of a luxury electric vehicle,and further strengthened its competitiveness with the help of marketing model innovations such as "Experiential offline shop + online ordering".Through theoretical research and case analysis,it is concluded that the automobile company should address the product positioning of new energy transformation in five aspects:(1)Identify the target groups through differentiated positioning and provide value differentiated products;(2)Conduct effective brand management,adapting to different target consumers;(3)Internet,"self-media" marketing channels to promote the innovation of differentiated marketing,traditional automobile companies 4S store marketing channels to consolidate;(4)To strengthen traditional cars,the Internet,between new energy vehicles Strategic cooperation;(5)acquisition or holding of upstream and downstream energy industry chain,achieve the advantages of mergers and acquisitions.Through the detailed research and analysis in this article,we can find the methods and the effective measures for the positioning of the automobile products,guide the automobile manufacturers in the product positioning,taking full account of the differentiated value needs of the target consumer groups,reasonable product positioning for the positioning of automotive products to provide theoretical and practical reference.