Research On The Marketing Strategy Of XT Electric Vehicle

The new energy automobile industry is the direction of the transformation and upgrading of China’s automobile industry,and it is related to the strategic objectives of environmental protection,sustainable development,and the autonomy of the core technology of the automobile industry.With the release of the strategic plan for the development of electric vehicles,the government has increased its support for electric vehicles.Automobile manufacturers have also invested huge resources in the research and development of electric vehicles.China’s electric vehicle industry is entering a new development.stage.In the face of fiercely competitive market conditions,various electric vehicle brands have developed targeted strategies to launch a variety of models to cover more consumer groups.As a brand new electric vehicle brand,XT car faces the problems of brand weakness and fewer models.How to get the recognition of consumers and increase brand sales is an urgent need for XT to solve.This paper analyzes the current status and problems of the domestic electric vehicle industry.Firstly,it analyzes the macro market environment of the electric vehicle industry through PEST analysis method.Secondly,it combines the actual situation of XT company and analyzes the electric power through Michael Potter’s five-force competition model.The entire industry environment faced by the automobile;then the internal environment of XT was analyzed from four aspects:manpower,financial resources,technology and brand building.Combine the internal and external environment of the enterprise,use internal factor evaluation and external factor evaluation methods to find out the factors affecting the development of XT company,and understand the advantages and disadvantages of XT company as well as opportunities and threats.Through the STP strategy analysis of XT electric vehicles,the marketing strategy of XT electric vehicles is comprehensively planned from three aspects: market segmentation,target market selection and market positioning.From the four aspects of product,price,channel,promotion,etc.,themarketing strategy combination of XT electric vehicles in the domestic market is proposed.The development experience of the XT brand has certain learning and reference significance for the automobile manufacturers who want to develop electric vehicles.This paper,through the research on the marketing strategy of XT electric vehicles,finds out some problems in the marketing of XT electric vehicles,proposes corresponding solutions,and provides some references for future marketing of electric vehicle brands,enabling them to Gain a competitive advantage in the marketing of electric vehicles.